Why Some Businesses Design Their Own Typefaces

In today's competitive business landscape, every detail counts, and this includes the choice of font. A font is not just a design element; it can represent a brand, increase legibility, and provide a unique identity. Unconsciously, the choice of font can tell us a lot about a business, and in website design, font choice has a massive impact on how readers perceive your brand from their very first visit.

The Role of Custom Typefaces in Branding

Normally, only very large enterprises, computer companies, and creative bureaus create their own typefaces. This process is both time-consuming and costly, typically running into thousands of dollars. Moreover, it usually takes a couple of years, which is much longer than most companies are willing to wait for a brand identity.

However, most custom typefaces are not entirely new creations from scratch. Instead, many logos involve a typeface that has been altered from its standard form. This is not typically due to copyright issues but rather to perfect the forms of those particular letters. As a result, there is often a demand for the entire typeface when only a few letters are originally created. The example of Avant Garde Gothic is a prime illustration of this - initially, only the logo letters were created, and the full typeface followed.

Another reason businesses opt for custom typefaces is the unique identity they provide. Companies have been designing custom typefaces for centuries to create a unique identity. A new typeface can pop up among all the known typefaces and add a distinctive touch that sets a brand apart. For instance, when HP introduced the “The Computer Is Personal Again” campaign, they designed a brand new typeface that made a significant impact.

Benefits of a Custom Typeface

A custom typeface offers several advantages, including a unique identity for the business. It can help a brand stand out in a crowded market and make a powerful impression on customers. However, using a custom typeface also comes with certain challenges. For example, if you only send out PDF files, the font won't travel with the document. Instead, it may appear as some random font assigned by the recipient. This often results in poor readability and a negative brand perception.

Additionally, if you use a custom typeface in documentation, it requires preinstallation on each machine. This can be a burden, especially in environments where IT administrators prefer a controlled installation process. This means a new machine would need to be preinstalled with the custom typeface, which can be a challenging task in terms of IT management.

Conclusion

Designing a custom typeface is a strategic move for businesses that want to project a unique and powerful brand image. While it comes with its challenges, the benefits in terms of brand identity and differentiation are significant. As businesses continue to evolve, custom typefaces will likely remain a valuable tool in their overall branding efforts.