Creating and maintaining a strong and lasting brand is all about the details. Every decision has a visceral affect on public perception. Web design is 90% typography, and successful branding efforts make typeface selection central to the process. Join typography expert Jim Kidwell for this whirlwind tour of how various brands have utilized typography throughout the years. Learn from the real-world examples from both current and historical typographic successes and failures. Whether you’re looking to rebrand soon, want to select some new fonts for your website, or just need to learn more about typography, you’re sure to come away from this talk with a new critical eye toward typeface selection and utilization.

1. JUST MY TYPE
Successful Branding
and Typography
Presented by Jim Kidwell

2. Typographic Selection
Communicates
• Emotion
• Time
• Place

3. 1800 – 1900

4. 1900s – 10s

5. 1930s

6. 1940s

7. 1950s

8. 1960s – 70s

9. 1980s

10. 1980
&
2007

11. Typography & Brand
• Typography is a critical to branding
• Carefully crafted
• Consistent across media
• Typography must serve branding

12. McDonald’s Case Study
1948
Original Restaurant

13. 1950 Des
Plaines
Restaurant

14. 1960s

15. 1970s

16. 1980s

17. 1990s

18. Modern

19. What if everything used 1 font?
The Comic Sans Project
http://comicsansproject.tumblr.com

20. The
Comic Sans
Project

27. How about switching typography
across brands?
Logo Designer Graham Smith’s project
http://www.imjustcreative.co.uk/brandreversioning/

43. From the dawn
of the internet,
web design
was shackled:

44. Comic Sans
Impact
Arial Black
Arial / Helvetica"
Trebuchet
Verdana
Courier/Courier New
Times (New) Roman
Georgia!

45. Comic Sans
Impact
Arial Black
Arial / Helvetica"
Trebuchet
Verdana
Courier/Courier New
Times (New) Roman
Georgia!

46. Comic Sans
Impact
Arial Black
Arial / Helvetica"
Trebuchet
Verdana
Courier/Courier New
Times (New) Roman
Georgia!

47. [pic of 1920s car here]

48. Supported
by virtually
every
browser
@font-face
(our hero!)

49. yebocreative.com

50. heartscryindia.org

51. futureofcarsharing.com

52. blackestate.co.nz

53. august.com.au

54. kccreepfest.com

55. vectormill.com

56. vectormill.com

59. freshdirect.com

60. freshdirect.com

61. Typography
and location

62. Paris

63. Paris

64. Paris

65. Vegas

66. Blue Man

67. Pet Peeves

68. Papyrus...

73. Popular with musicians

74. And for tattoos

77. But also

78. Carefully Consider Your Typeface
Selection
• Well done typography considers both the
• Always consider the visceral reaction that your
selection creates

79. Q&A + Additional Reading
• Elements of Typographic Style – Robert Bringhurst
• Getting it Right With Type – Victoria Squire
• Branding with type –Rögener, Pool,
Packhäuser, Ginger
• http://www.webink.com/type-resources