Are custom brand fonts a brand's strongest asset? ✏️
Custom brand fonts are more than just typefaces—they’re strategic tools that reinforce a brand’s identity, making it more recognisable and immersive. Some brands turn their logos into full typefaces, while others create fonts inspired by the experience they offer.
Turning a logo into a typeface
TJ Maxx offers a prime example of a brand turning its logo into a full custom typeface. The retailer's distinct TJ Maxx font is bold, dynamic, and perfectly mirrors the brand’s fun, budget-conscious image. By developing a custom typeface based on its logo, TJ Maxx ensured consistency across digital and physical touchpoints, enhancing its recognition in a crowded retail market.
Typography that embodies the brand
Some brands craft fonts that embody their product experience. Take Cheetos’ "The Other Hand Font", which mimics the messy, playful experience of eating Cheetos. Designed to look like it was written with a non-dominant, snack-covered hand, it embraces the brand’s fun and irreverent nature.
Key Takeaways for Brands:
Strengthen recognition
A bespoke font ensures brand consistency across platforms.
Emotional connection
A well-crafted typeface evokes the brand’s personality and story.
Differentiate from competitors
A custom font sets a brand apart, making it instantly identifiable.
When done right, typography becomes more than just a design choice—it becomes a brand asset that leaves a lasting impression. Typefaces are the medium that brings good copy to life, the right typeface can elevate the brand’s personality and visually tie all the brand elements together.