House font

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A typeface is a predominantly or even exclusively by a company used font . It is part of the corporate design and corporate identity .

A corporate font should meet the following criteria:

  • should have a high recognition value .
  • must be easy to read.
  • is to be used consistently and consistently throughout the individual business and advertising appearances.
  • should reflect the corporate philosophy and match the product range.

The corporate font usually appears together with a company's logo or signet . The font and size must therefore harmonize with the shapes and colors of the company emblem. In particular, the decision as to whether a rather lean or bold font should be chosen and whether the font should have serifs depends on the product to be represented and the company philosophy.

The skill in selecting and designing a suitable corporate typeface lies on the one hand in underlining the individual character of a company. On the other hand, a corporate font shouldn't be too complex and distinctive for the sake of legibility.

As in most areas of typography, there are no generally binding rules for house fonts. Due to the pre-installation with common operating systems, the fonts Times New Roman and Arial are used especially in smaller companies . They are considered legible. The disadvantage of this font choice results from the lack of originality and individuality, they are considered arbitrary.

Various font providers list fonts that are chargeable and particularly suitable for use as corporate fonts for this purpose. The fonts Univers , Helvetica , DIN-Schrift , Gill Sans and Frutiger are very common .

Many large corporations even use font families designed (or modified) exclusively on their own behalf, e.g. B. a sans serif TeleGrotesk at Deutsche Telekom , the DB Type at Deutsche Bahn and the BER font at Berlin Brandenburg Airport .

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