Design is font and centre
Brunch|August 24, 2024
There's room for more than one serif in town these days. Typographers are reworking old logos and giving startups a new look. See how every letter matters
Christalle Fernandes
Design is font and centre

Back in June, Spotify announced that it was redesigning its logo and releasing a new font to upgrade its visual identity. The new typeface, Spotify Mix, aimed to keep up with the “dynamic and evolving nature of audio culture," it said.

Users didn't think so. Most people hadn't paid attention to the font before - when it was changed, a sense of unease crept in. They flooded social media with complaints almost immediately. "That's the power of typography," explains Anand Naorem, the co-founder and creative director of Indian typeface design company Altertype. "Every second of our lives, we're interacting with text, whether we realise it or not."

Here's how design firms are creating memorable logos and lettering that stand out from the crowd.

Sign and language

It used to be that the logo - like in the case of Axis Bank, Asian Paints, and Star TV- came first, and the typeface later. Now, it's all done together to look more cohesive. It also involves more than picking out a cute symbol, typeface and palette. In a world where a brand's identity competes with rivals and every icon on our screens, even fonts matter.

Bu hikaye Brunch dergisinin August 24, 2024 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye Brunch dergisinin August 24, 2024 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

BRUNCH DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
Let's tri all the angles
Brunch

Let's tri all the angles

BFFs falling for the same girl, kidnap twists, murders, bromances. These 10 three-way love stories play with geometry and our feelings

time-read
3 dak  |
November 09, 2024
Should you Q up for this?
Brunch

Should you Q up for this?

Audi's luxury SUV, the Q8, has had a refresh. But a sleeker grille and headlight tech don't make up for what's still missing

time-read
2 dak  |
November 09, 2024
How to plan a great escape
Brunch

How to plan a great escape

It's getting colder. It's already hard to breathe. Why not plan a winter vacation that's a world away but not too far away?

time-read
2 dak  |
November 09, 2024
Kababs, yes, but khandvi too
Brunch

Kababs, yes, but khandvi too

Mughlai cuisine has as many vegetarian dishes as meaty ones. A new translation of a 16th century manuscript shows how we ate, and why modern labels are pointless

time-read
3 dak  |
November 09, 2024
I can be your hero
Brunch

I can be your hero

Gurfateh Pirzada, only afewroles old, is the green flag we didn't know we needed. He's learning from women. He wants to be more thana lover and a fighter. He's hoping we all do better. No wonder everyone's crushing on him

time-read
4 dak  |
November 09, 2024
Meet the export experts
Brunch

Meet the export experts

Khadi crop-tops in Spain, faux-leather hoodies in London, fairytale wedding gowns in the UAE. See how some desi labels are killing it on foreign shores

time-read
3 dak  |
November 09, 2024
Why we're all feeling Blue
Brunch

Why we're all feeling Blue

Coco Mellors's new novel is about grief, sisterhood, and of course, addiction and unlikeable women. How does she make it work?

time-read
4 dak  |
November 09, 2024
This week, we're...
Brunch

This week, we're...

Changing the momo game, listening to kids, starting a new business, and supporting pro waxxers

time-read
2 dak  |
November 09, 2024
Rohit Chawla
Brunch

Rohit Chawla

Photographer, artist, @RohitChawlaPhotography_

time-read
1 min  |
November 02, 2024
Congratulations, it's a goal
Brunch

Congratulations, it's a goal

Lakeside vows, pastel palettes, bayous, backyards and boats. These celeb weddings are what modern fairytales are made of

time-read
2 dak  |
November 02, 2024