BRANDING/MARKETING

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brian jaramillo's picture
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Joined: 3 Nov 2001 - 11:00am
BRANDING/MARKETING
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this follows up Soren’s comments in the Van thread

Ricardo — In lieu of specific comments about the Van family (besides I like it/it’s a winner) I’d like to talk about the green. I enjoy it.


As pure conjecture, I would say that it’s part of Ricardo’s overall branding scheme. The green is light and pleasant. Branding is a interesting issue that would be fun to explore.

I think that this forum is certainly a nice example of branding at work. I don’t know about you but the colors on my screen are orange and gray. Not distracting. Branding.

However, if the colors were Hunter Green and Bright Brown, then it’d be distracting.

BTW, see the power or the pitfall of green at www.garagefonts.com.

Also, the obligatory poster to promote a font is still in wide use, but I think House and a few others have taken font promotion and value-added packages to another level.

Because fonts are virtually worthless in the eyes of most laypeople, marketing, promotion and branding becomes even more important to gain and retain customers.

I know there’s a historical perspective here. Perhaps somebody can enlighten us about some of the pioneers of font promotion, what they did, and how they did it. In the digital age, what are some good and bad examples of font promotion that helped or hurt a certain typeface, foundry or designer.

bj

brian jaramillo's picture
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Joined: 3 Nov 2001 - 11:00am
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Of course, TYPE is an important component of branding, too. To clarify, I wasn’t suggesting that color = branding.

But there is so much more to branding than type and color.

:)

bj

Hrant H Papazian's picture
Joined: 3 May 2000 - 11:00am
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> House and a few others have taken font promotion and value-added packages to another level.

House is amazing.

hhp