We’ve been talking to designers about their favorite fonts, their design process, and the challenges they face. This week, we’re featuring a designer who uses typography to tell stories. This designer, based in London, is known for their bold and playful approach to type.

The project involved a complete overhaul of their brand identity, including their logo, packaging, and website. The goal was to create a more modern and inclusive brand that resonated with a wider audience. For the rebranding, I focused on typography as a key element. I wanted to convey a sense of strength, confidence, and individuality. I chose a bold, geometric sans-serif typeface for the logo, which reflected the brand’s modern and sophisticated aesthetic.

The challenge was to keep the message consistent, while also keeping it visually appealing and engaging. I wanted to create a sense of depth and mystery, which is often associated with the type of art I create. The reward was the satisfaction of seeing the message come to life in a visual way.

This post discusses the importance of type in brand identity and how it can impact the overall result. The author, Viviana Caponnetto, a brand designer, shares her insights on the role of type in creating a strong and memorable brand. She emphasizes the importance of choosing the right typeface for the brand’s personality and target audience.

What are the benefits of collaborating with a type foundry like Monotype? Monotype is a dream come true for designers like me! When describing my design style, I always say that I use typography to convey the essence of a brand, and so choosing the right type suite is at the heart of every project I work on. Monotype’s library allows me to do in-depth research and explore different directions, to use tags to find exactly what I’m looking for or give me new ideas. The fact that I can test the fonts immediately so I know if something might work or not is also incredibly helpful – given the restricted timelines I have most times.

* **Typography as a powerful tool:** Typography is a powerful tool for designers to communicate and convey emotions, ideas, and stories. * **Challenges of type-led design:** Creating a unique and impactful brand identity solely through typography can be challenging. * **Importance of context:** The context in which typography is used is crucial for its effectiveness.

This article was produced as part of Typography Week, held in association with Monotype.