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Typography & typefaces are innovative creative living art, which passes through generation to generation. This art is continuously modified, developed over time, moreover, this art is also continuously appreciated criticized by artists & common people. By the way, the reason for this criticism can be due to high contrast fonts, few likes traditional ways of maintaining the geometric shapes of these fonts & few wants experiment & change the traditional way.

The History The Alphabet:  From the ancient time there are two kinds of alphabet one is “Pictographs” & another one is “Ideograph”

The pictograph is basically pictured representation of common existed elements & living things around the people, the then timeframe.

  Ideographs are a symbol representation of multiple meanings or thoughts (abstract or meaningful), not the objects.

(COPY WRITE CONSIDERATION:  The knowledge I’m sharing here, is come up from few books like-“The essential guide to typography by James Craig”, “Typography Design by Rob Carter, Philip B.Meggs, Benday, Sandra Maxa, Mark Sanders” & “Typography Essentials by Ina Saltz”. These books were referred by my design teacher in the early days. The concepts I have been founded here, that are already applied in many brand elements design. Thank you)

In this article, I will clarify this question, which is listed below —-
What Is/ Are The Differences Between The Fonts & Type Face?
What Are The Type Specimens & Their Characteristics?
What Is Called Bad Type Face?
How Fonts Are Delivered Hidden Message Of Your Brand?
What Is Font Hierarchy & Using Purposes?
What Is Font Harmony Or Contrast & Using Purposes?
What Is Font Stress & Is It Necessary?
How To Choose Right Font For Your Industry?

What Is/ Are The Differences Between The Font, Type, Type-Face?

The font & types are two different dimensions of typography, the type is also called font family.

Every font comes under a respective font family, this family may have many different varieties of fonts with different contrast or weight or decoration elements. The font is also referred to as a specific typeface & the typestyle.

That means Futura is a type that contains several fonts like  Futura normal, Futura normal condensed, Futura MT, Futura MT condensed, they all are different font which comes under Futura type or Futura font family.

Type-faces are defined by the specific design of an alphabet like Roman (the majority of type sets are a copy of roman), Italic, Thin, Semi-bold, etc.

The Type also has many other characteristics like uppercase/lowercase, baseline, Mean-line, x-height, ascender, descender, Counter space, etc.  

What Are The Type Specimens & Their Characteristics?

Here I shall describe “how to identify this type of fonts? & Little bit about their evolution “, the main focus will using purposes.

The old Style:

Serif based type, letters are capitalized. The bracket of serif & thick strokes is also used.

Their Brand characteristics are —

It replicates Retro, Antique, an authentic material or culture or heritage, wisdom. 

 The Transitional Type:

Appeared near 1700 ad, relatively modern type of serif contrast between thick & thin strokes. If I’m not wrong John Baskerville‚Äôs time it was founded.

The designer has put more stress on roundness in letterform & also makes vertical form.

Simply the oldest Typefaces + Hairline Serif + Geometric proportion = The transition type.   

Their Brand characteristics are —

It represents simplicity & harmony towards life, many Roman poets had used this language in their poem.

This typeface is also represented elegance & beauty.

The  Serif:

The serif fonts are generally modern forms of the oldest types of fonts. Moreover, it becomes un-bracketed, very strong contrast between thick & thin stroke, geometric construction have used, Bodoni, Didot.

Their Brand characteristics are —

Very much used in earlier print media, fashion magazine especially Bodoni fonts.

Used to replicate aristocrat, luxuries matter, wisdom.

Also send a message about the reliability, trustworthiness, that’s why newspapers are also using it.

 The brand used it: Boss, Mercedes Benz, Falbros, Time

Egyptian Or Slab Serif/ Square Serif:    

These typefaces appeared near the 19th century.

The typefaces offered a dynamic message of the industrial age.

The geographic impact was seen rectangular rather than rounded serif.

Other characteristics are bold, right angle joinery, etc.

Example- Archer Book, Archer Bold, City Light,

Their Brand characteristics are —

Old retro type. reliable, Classy.

Delivered political message

Sans Serif:

Originated in 20th-century use accelerated to near the 1920s .

Minimal variation of thick & thin stroke, mainly used in the Great Britain area. 

At that time many designers had considered this type as an ideal representation of the scientific & technological century.

Example: Futura, Helvetica (developed in 1975 by Max Miedinger & Eduard Hoffmann), Gotham, etc.

Their Brand characteristics are —

They are a more unique representation of Neo-grotesque.

This font emphasizes more on the value of humanism & tries to deliver an emotional attachment message.

 It s a geometric font that’s why it represents the design cleanliness & simplicity.

Today the in the fashion industry, fashion magazine is also using geometric thin or hairy typefaces to describe elegance.


These typefaces are closely attached to the geometric shapes. They are minimal, simple form of typefaces.

Their Brand characteristics are —

Express simplicity, modern, symmetries.

Mainly used by digital companies.  

Script Type Faces:

Script fonts are handwritten type calligraphy fonts, that broadcast a personal touch kind of feeling. mainly used in greetings cards, invitation, wedding invitation cards, etc.

their Brand characteristics are —

Deliver soft personal & emotional messages.

It also reflects elegance.

Reflect a touch on humanity.   


What Is Called Bad Typeface?

Though the type is a matter of test in today’s scenario, anyone can have access to typography design software. If any typeface don’t follow the design principle even if these types are the right fit for any particular project, these types will be also called the bad typeface.

How Fonts Are Delivered Hidden Message Of Your Brand?

  Have you ever think why modern beauty brands are picking thin fonts, fashion magazines are picking modern serif font & I.T technology industries are picking Sans serif fonts (the exception was old IBM logo), these all have a reason they try to deliver some kind of brand message through the typography.

The Italic typeface might be best for the poem using purposes to reflect emotional connection & slab serif fonts are may be best to deliver a political message.

The famine & masculine characters are also described by the thickness & stress of the fonts just like the “Volvo logo” is delivered masculine bold character where hairy curved fonts are used in the branding of beauty products.     

The old bracketed typefaces are used to represent some dignity.

To delivered expressive message the typography represents in a distorted format or modified its form etc.

What Is Font Hierarchy & Using Purposes?

The fonts visual hierarchy is a creative & intelligent way to pass any message whether it’s most important or least. The Branding expert & designers carefully design the message with its relative typographic hierarchy based on the targeting audiences.

This visual hierarchy is also a study of the relationship between the typographic elements. Moreover when every element has the same visual hierarchy then they all represent similar characteristics & if every element doesn’t have the same visual hierarchy then they do not deliver the same characteristics.

The space between the elements also plays an important role to establish a visual hierarchy, rule of the thumb is whatever visual hierarchy you will select the harmony or balance is most important.

Font visual hierarchy can be created by font position, font weight, font color, font size. using the contrast, through orientation, also using special effects.

If this short discussion is not enough for you then please feel free to email me…..

What Is Font Harmony & Contrast & Using Purposes?

The font harmony is the balancing of symmetries in typography. The contrast is a visual effect that helps to identify the emphasized element. Like hierarchy, contrast is also created by many effects & modifications. The best contrast has ever seen in the black & white combination.

Changing the font-weight within a single word can indicate a shift in a hierarchy. though there are other ways to create font contrast using color, size, background, etc.

What Is Font Stress & Is It Necessary?

The font stress is the visual symmetric relationship between thick-thin strokes. If this harmony is lost then the typeface becomes bad typeface. It maybe looks like an ugly typeface whether it may be fit for any particular design project.

That’s why don’t apply any stress on horizontal or vertical axis’s.

How To Choose Right Font/ typefaces For Your Industry?

I hope you have to go through the above topics, where I have stated each type & which kind of brand personality it represents. In this discussion process, I will give you a few best fonts name & their personality according to these fonts will be suited for the particular industry.


 It’s a modern typeface, designed by Giambattista Bodoni. It has a very high contrast between the thick & thin strokes. This font represents elegance touches in the design, the modern Bodoni black & bold used in magazine headline & fashion title design. It’s also the primary headline of “The Washington Post”(newspaper) headline.


Futura sans serif typefaces are looking attractive due to its nice geometric structure & I’s also one of my favorite typefaces, developed by Paul Renner released in 1927. It delivered efficiency & forwardness. the strokes of Futura are near equal & represent low contrast. Mainly used by modern digital companies, Branding agencies, vastly use in logos, digital advertisement media. The transport industry has also used this typeface because of its readability from the distances.


It’s also a geometric typeface & designed by American designer Tobias Fere- Jones released in 2000. this font has excellent readability due to its legibility. This font was also used in Mr. Obama’s political campaign. Used in modern print poster & digital banner design, book typography.


It’s a nice looking sans serif fonts, recent time this font is using in many digital advertisement media. It’s an open-source free Google font designed by Vernon Adams. This font is more emphasis on the vertical stress part.

5. BEBAS :

Bebas is open source free typefaces & Bebas Neue is also open source font. moreover, they are free fonts/typefaces you can download it from Adobe site. It’s excellent for creating blog titles specially used in travel blogs or Poster heading.       

 6. AVENIR :

It’s a modern sans serif typefaces, has geometric shapes designed by Adrian Frutiger. Avenir mainly used in corporate identity design, This font represents the brand communication element, widely used for communication & advertisement medium. Used by the French railway company. Bloomberg L.T is also using it for their corporate typefaces.


It’s slab serif or square serif typefaces designed by Monotype Corporation released in 1934. Volvo Company uses this slab-serif typeface as its brand logo.


This is old-style typefaces, serif typefaces designed by Jan Tschichold (German typography designer). This typeface give a classic old look also used in many books body text. Mainly used to send some classical type of serious message. It represents a little bit of retro feeling.


This is also a serif typeface designed by Carol Twombly for adobe in 1989. It’s trying to deliver an inscriptional message. Tarjan is also used in many film posters.      


It’s a free open source Google font family. It’s very clean, even it has nice geometrical construction. The thin stroke fonts are also used in many beauty blog writing purposes.

I hope this long discussion is very much helpful to you, & this gives you a  brief overview of how to select the best font family or typefaces for your brand design.      


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