Take a look at any sports team jersey and you’ll quickly notice that even the numbers are written in proprietary fonts owned by the teams and leagues. Typography is important and start-ups companies have been ridiculed for using old and tired fonts like Comic Sans or Papyrus on publications. A font can be a key element of your graphic design, or it can weigh it down and make your entire brand feel antiquated.
Canada is illustrating just how important fonts are with a new font that they hope will unify the entire country. The new font, which was created for the country’s 150th birthday is called Canada 150, and will bridge the many languages spoken in the country, including French and English of course. The font also has characters for the Cree language, which is still spoken by more than 100,000 First Nations people (Canadian for Native American) across Canada.
A whole country creating a strong brand identity with a font just goes to show how important font really is. The most important thing is to test new fonts, hopefully with A/B testing, instead of just assuming your targeted customers will love your new look. There have been many cases in which a well known brand updated their logo to a new font, and the customers revolted, such as Tropicana in 2009 and The Gap in 2010.
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