When the retailer Gap changed its iconic Spire-like font to Helvetica as part of a 2010 rebrand, customers pushed back hard. “People are afraid to rebrand these days because of the haters out there on the internet who can tear things apart,” Mr. Legacy companies are sometimes nervous about making changes, but they risk stagnating if they don’t. Now, 16 years later, Monster’s logo remains valuable and recognizable. “The graphics absolutely nailed it for that demographic,” said Paul Friederichsen, a partner at the Blake Project, a brand marketing and consulting firm. The eye-catching logo and colors exuded energy and youth and connected with fans of sports like snowboarding and Formula One racing, who were its target customers. In 2002, it rolled out its Monster Energy drink logo, which featured three neon-green claw-marks in the shape of an “M” on a black background, with “Monster” in white Gothic-like lettering under it. Monster Beverage is a good example of a company knowing who it wanted to speak to. “Speaking to a mom is different from speaking to a teenager or a 65-year-old retiree,” said Frank Liu, chief creative officer at Siegelvision, a branding and communications firm. But they need to know whom they’re targeting and what they want to say. Abbot said.Įxperts say the right fonts can help brands stand out in a competitive market.
“The typeface is an expression of the tone of voice,” Mr.
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Hollywood has long known this marketing trick, with movie studios strategically choosing fonts, colors and lighting for a film title that will reflect its tone and genre.Īnd in a crowded marketplace, many mainstream consumer brands - like Southwest Airlines, Remax and Domino’s Pizza - have placed more focus on fonts as a crucial part of their marketing.įont style, size, shape, thickness, color, and depth all tell a story.
“None of us ever conceived this would ever be the phenomena that it is.” “You’re dealing with text and how people respond to the font,” said Peter Frankfurt, executive creative director on the “Stranger Things” project and founding partner of Imaginary Forces, a visual storytelling and brand strategy company.
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The retro typeface - and a haunting, one-minute title video - became synonymous with the supernatural thriller series and, as the show gained in popularity, memes centered largely on its instantly recognizable title have become plentiful. When ads for the Netflix show “Stranger Things” first appeared in 2016, the glowing, blood-red, unevenly shaded font that spelled out the title told viewers exactly what they could expect.
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