The Web and the Perceived Brand “Gap”
Following an outpouring of negative customer feedback, Gap Inc. this week dramatically reversed a recent decision to drop its iconic logo in favor of the Helvetica® typeface. While Gap executives rethought their decision and chose to return to the old logo for the time being, several other distinctive international brands, ranging from Walmart to Ikea, have already forged ahead by changing their brand identity—despite, in some cases, a similar consumer outcry.
This raises an interesting question: why would companies spend billions to build and maintain their brands over decades and then abruptly shed their instantly recognizable logos in favor of dramatically different new ones?
The answer has a lot to do with how fonts work on the Web and how companies have learned to brand themselves in the digital age. Until recently, Web browsers supported only a handful of fonts, the majority of which were not among those used by Fortune 1,000 brands. Given that Web browsers collectively offered limited font support, some companies opted to switch to “Web-friendly” fonts such as the Verdana® or Arial® typefaces for textual content.
The fact is, however, that in the past several months a new generation of Web fonts has emerged that resolves the browser compatibility issue (and a host of other technical challenges). The recent availability of thousands of Web fonts is finally allowing companies to make better typographic choices that help them to sell their products on the Web without threatening their brand image—or sacrificing customer loyalty. Branding today means that distinctive and classic typefaces may finally be among one of thousands that work on the Web.
With this in mind, here are three general guidelines for choosing a typeface and creating a brand identity that can be presented consistently online and in print:
1) If you can afford it, have a custom Web font created that is explicitly for your brand. If you can’t afford a custom design, choose a Web typeface that is both distinctive and versatile. The key is to pick something that walks the line between a bland yet exceptionally functional design and one that might be very distinctive but not suitable for a multitude of uses.
2) Chose a Web type family with several styles. Roman, italic and bold versions of a family are almost never enough for a large branding system. Perhaps not immediately, but sooner or later, your brand will be expected to support instances where condensed, very bold, and other styles are required.
3) Use typefaces that have legs. Brands are supposed to last a long time. Pick a typeface that will not look out of date in two years.
Type is one of the most important aspects of any brand. It differentiates even as it unifies your products, advertising campaigns and Web design. Choose wisely.
This article was last modified on January 8, 2023
This article was first published on October 21, 2010
Commenting is easier and faster when you're logged in!
