Bachelor's Thesis 19 3
Designing a Typeface for a Brand Ricardo Armando Tranquille BACHELOR’S THESIS September 2019 Media & Arts Interactive Media 2 ABSTRACT Tampereen ammattikorkeakoulu Tampere University of Applied Sciences Degree Programme in Media and Arts Interactive Media TRANQUILLE, RICARDO: Designing a Typeface for a Brand Bachelor's thesis 47 pages November 2019 The purpose of this thesis was to show how a custom font is made. This was done, first of all, through an introduction to type design, which illustrated ways to construct, correct and space characters in a font. Then, the importance of type in branding was explained, as well as the various reasons why a brand might opt for a custom font, rather than a pre-existing one. This was demonstrated through various examples, as well as an exploration into IBM’s custom font, IBM Plex. In a case study, these concepts were put into practice, describing how a custom font was researched, designed and presented. A typeface, named Okra, con- sisting of uppercase characters, was built for a jewellery company and made to fit in with its brand and aesthetics. Custom fonts are meant to represent a brand whilst still functioning as type- faces. In the conclusion of this thesis, this was further elaborated, as Okra’s value in terms of branding was discussed in relation to its value as a typeface. This then led to an exploration on the merits and demerits of custom fonts, es- pecially in regard to smaller companies. Keywords: type design, typography, branding, custom font 3 CONTENTS 1 INTRODUCTION ...........................................................................................5
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