Can you handle the truth? by Bruno Maag
About this video
Type and typography are the tools to visualize language and communicate concisely. Within the context of a brand, type is the lead support for other brand elements to shine. Too often, branding agencies take a narrow view of type, ignoring the wealth of typographic form that is available or becoming blinkered by fashion trends. The correct choice of typeface, and its application, depends on a variety of factors, not exclusively the aesthetic. Bruno shows examples from his practice to illustrate how the right typeface enhances a brand communication with its audience, across diverse media.