SATURDAY #103 Why the Hyundai Card Font Succeeded | Kwon Gyeong-seok, Director at Sandoll - written by Jin Hyeong-rok, editor
Why is the font emphasized in branding?
A font is a voice. We build the voice that can properly deliver a brand's message to the customer. If you have an image you want to show, some medium has to carry it, and the best way to deliver it is through a font. It holds both the image and the message. The look of the font can completely change how a brand appears. For example, if a font has diagonals it gains a sense of speed and feels persuasive, while slim fonts give a refined impression.
People say the era of text is over and the era of video has come, but if anything, font design seems to be in the spotlight more than ever.
When it's hard to convey something with words alone, we use gestures. More additives pile on. There are lots of media — video, other media — to carry a message. But no method is as clear and concise as typography. People realize that tossing in a few letters is cleaner than any add-ons.
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I subscribe to Book Journalism's mailing list. There's a lot of good content. This week's content is an article about fonts.
A thought occurred to me: won't there be a voice-version interface for fonts in the 21st-century IoT environment? What form and what use would it take?
