Your customers see your brand through design and typography. Typography is your brand’s ambassador. It is your visual voice, speaking for you every hour of every day, everywhere your brand lives.
You know what they say, “classics never go out of style.” Maybe this is true, maybe it isn’t. But one thing is certain: When sans serifs took over typography in the early 1900s, they weren’t just a fad. They came to stay.
Rebranding a business is not for the faint of heart. It’s an enormous operation that requires significant time and investment while offering the possibility of totally revitalizing a brand.
Few typefaces are as deeply connected to a cultural moment as Gotham. Once chosen as the keystone typeface for the Obama for America campaign in 2007, Gotham Bold became synonymous with the campaign’s message of hope and change.
In the words of Monotype Creative Director, Charlie Nix, “Branding is always happening. There are no static brands.” And because brands are constantly evolving, they need pillars in place to keep them united.
