21 Type and Meaning
Typefaces may vary, but whenever typography plays an important role in a brand identity, we can assume that the brand is appealing to a reader—someone who appreciates prose, or at least a good headline. They might be a comic book reader as much as a Shakespearean scholar, but, nonetheless, we expect them to read.
As with imagery, typography usually suggests an alternate meaning or cultural context for a brand identity. A typestyle that references classic print ads from the 1950s pushes a brand identity in a very different direction than one inspired by graffiti tags on New York City subway trains from the 1980s.
Typestyles always carry their own history, which often shades the meaning of what is being written. Brand identities ...
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