Corporate Type

Corporate type defines fonts and their styles for different areas of application. Through that, it defines the atmosphere of every text based content of a company. Fonts that are used in the logo do not automatically count as corporate type.

To see a company as an individuum (as described in 2.1.) is very important for corporate type. Every person has different handwriting and if it is unique enough you can identify a person by their handwriting. This is the goal of corporate type. By using specific fonts & styles in a distinct and consequent way throughout every visual communication with the customer, the font gets linked with the company.

Digital age & System OS Fonts

Because everything is becoming more and more digital every minute some small companies do not rely on print products anymore in any way. Service and marketing & communication are 100% digital and online sometimes. For these companies integrating a strong corporate font in their design is hard and not always recommended. The use of system fonts may bring a bigger advantage. System OS fonts are native to the operating system of a user's device. A user already knows the font and is familiar with reading it because he does so every day. That makes the user feel at home and the product seems to belong on the device, more than the use of a corporate font can ever do.