In celebration of 25 years of business, Minneapolis based Duffy & Partners has created a gallery showcasing logos from 1984 to the present. Of the 151 logos displayed in their online gallery, I selected 24 that use type to great advantage. Whether it’s a “T” for a bolt, a “P” nested in the negative space of a “D”, or an eye for an “I”, each mark utilizes typography to create a memorable and distinctive identity. The year of creation and designer credits can be found by clicking on the thumbnail images. The names of several world-renowned graphic designers can be found among the logo credits including Sharon Werner, Chuck Anderson, Haley Johnson, and Rutiger Goetz. I have asked Joe Duffy to share some of his thoughts on the role and importance of typography within branding. Additionally, the designers at Duffy & Partners were kind enough to share their 3 favorite type foundries for branding projects.
Typography in Brand Development
“In looking back over our 25 year history of developing brand identities, it becomes clearly evident that type has played an instrumental role in conveying the right tone of voice and helped project the appropriate “personality” in virtually every instance. Whether it’s a hand rendered logotype, a customized version of an existing face or the use of a typeface in a supporting role within the brand language, a brand identity succeeds or fails based on the designer’s ability to work with type. Logos alone do not create a successful, proprietary brand, nor does type. It’s the interplay between the typographic solution and the other brand icons – colors, graphic elements, photography, illustrations, etc., that establish a unique, compelling way to distinguish a brand within a crowded competitive set. Understanding the role type plays and making the right choices in either lead or supporting roles within this language most often makes or breaks a design solution. Understanding the rich history of typography and the intent behind typeface designs, should be an important part of any design curriculum. That knowledge, combined with a creative sense of interplay, will help young designers begin to create successful brand identities. ”
Joe Duffy | Chairman | Duffy & Partners
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Question: What are 3 of your favorite type foundries for branding projects?