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Michael Silber

Do fonts account for 50% or more of brand design?

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I recently saw a TikTok from Let's Go Studio arguing, "fonts do 50% of the work" when it comes to brand design. What do you think? Here are some of the font studios they mentioned in the post: Jen Wagner BNICKS Nicky Laatz Tropical Type I personally love all the stuff from Tropical Type.

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Michael Andreuzza
In my opinion fonts are like shoes, you use the wrong one, you fucked up big time.. The Inter font is like wearing white Casual trainers, this will match with anything that's why is is widely used...
Michael Andreuzza
@gauravgoyal_gg 🙂. Where are you using it? I have ditched Inter for long time now, and I am using. - Manrope - Lexend - Roboto Flex
Johan Steneros
I think fonts are very important, in term of logotype design it is really the treatment that you give them that will make the logotype design unique. Fonts are super important thought in the general brand identity as in the selection of fonts you use for your website texts etc. In any case the logo mark design is where you really have the creative part that will make your brand memorable and unique. Think of apple for example.
Gaurav Goyal
In my opinion, it's not just the font. Of course, its the first step and hence you can't get it wrong. Font + the usage of the font (bold weight, size) contributes immensely to the design. What do you think?
Rich Watson
perhaps. i think using a bad font does more damage than using a great font does good
Daniel Lee
Fonts are important, but not 50%, I would actually not put the number on something that can not be measurable. Fonts itself is not as important as finding the right font in a particular setting. The most gorgeous font would look out of place in a different environment. So I have to say that fonts are important part of design, but it means nothing without the right context. Kinda like a building, building itself can be aesthetically pretty, but it will totally ruined the surrounding if it does not fit.
Unless there is a study and well tested experiment, it would be very hard to put any numerical value on its impact : ). If fonts were all the important, early days of Google, Netflix, Facebook, and instagram should have all failed. Fonts are only important for the visual brand design; brand is more than that.