Why order a custom font?

What do Mitsubishi, dolphins, Starbucks, Donald Trump and Donkey Kong have in common? They all have been embossed into some of the most notorious synthetic drugs.

Why would drug dealers risk their freedom for brand recognition?

People are hardwired to want to stand out from their peers, even if it increases the chance of getting caught. It is common practice for synthetic drug cooks to imprint a brand on their pills. At the peril of getting caught, why would they take that chance? And if they go to those lengths to promote their product and proof it’s quality of the competition, then why would a brand play it safe and want to look like their peers? Don’t play it safe, plant your flag and stake your claim.

Why go bespoke?

First impressions matter. They did on the first day of school and they do in all aspects of life. They are one of the first aspects of a brand noticed by people. As part of this, proper font selection is an art that holds immense importance in the creative process. Wether it’s picking a specific font, making small changes to an existing font or going full custom … it’s about finding the right fit for the right brand.

While numerous existing typefaces are available, there are instances where crafting a custom typeface by a design agency proves to be the optimal choice. This approach ensures that every facet of the brand, including the color palette, logo, tone of voice, and typeface, align seamlessly. Consequently, the typeface becomes instantly recognizable as part of the brand identity, no matter where it is utilized.

There are two main reasons to go full custom…

1. A bespoke font can actually be more cost effective than being stuck with a steep annual licensing fee…
   Licensing well known font families gets pricey quickly. Big Foundries sometimes ask exuberant prices for licenses and some even make them an annual occurrence… On the one hand, it makes sense, since the production of them takes a lot of time. Much more than most people assume. There is a lot under the hood that you don’t notice in a well designed font. If you notice things, corners where cut and time was saved. If you don’t notice them, they were meticulously crafted over a long time period. So paying a premium for quality does make sense, but sometimes it can be cheaper to get something similar made, whilst not going for pure copy. Similar in feel, not in form. So if you have to fight for space in the budget, why not pay a similar, one of premium and go the bespoke route? The references can be set as inspiration on the path the find that perfect fit.
   
   
2. A bespoke font can fill a gap for what doesn’t yet exist. It makes a rebrand even more bespoke.
   On the other hand a custom font can also start out of a creative need. The exact font doesn’t exist yet or it can’t be found. Did you an old reference in a dusty library or from the company archives? Can you only explain what you want in poetic detail? No matter what is the impetus, sometimes going bespoke is aesthetically the only valuable option. This route is calls for expertise that is often out of the scope of most designers. They know exactly what they want but need help creating the vision. It starts by establishing guiding principles rooted in the brand’s strategy and identity. This process is one of collaboration and testing out different options in order to end up exactly where the project says it needs to go. A proper bespoke font doesn’t look forced upon a brand it is perfectly in line with it’s values. It adds to the intricate story of the past, present and future.
   
   

How much does a custom font cost?

As with most aspects of design, it is hard to put a price on custom type? You don’t pay for a custom logo, you pay for the process of getting there. You can get a one pager website or full bespoke shop with a custom CMS backend … so what are some of the main factors?

1. The range of weights and the medium. Is it only one weight for headline for a single campaign or an army of weights for display and text use, both in print, app, web and broadcast?
   
   
2. Which style to go for? Wether it being sans, serif, script, all of the above in a variable font, … Some fonts only need one or a few masters and the production of intermediate weights can be partly calculated and automated.
   
   
3. Opentype code: this is code hidden within a font that can add automatic glyph substitution with calculated randomness? Sometimes there are multiple glyphs for a single letter. Opentype code can automate different tasks. If you type the brand name, the logo is automatically substituted … Or if other changes are made type can be adjusted with code to keep the implementation of the style guide consistent through all media and markets.
   
   
4. The language support: Latin type might be the most used but certainly not the only one needed. There is also Cyrillic, Greek, Vietnamese, Thai, Arabic, Indian, Chinese, Korean, Japanese, Hebrew and many others.
   
   
5. A technical assistent: After creating a working typeface, the focus shifts to technical aspects like ligatures and legibility across different platforms and devices. Testing ensures that the font performs well in various contexts, such as apps and websites.
   
   

All these factors influence to pricing. But pricing shouldn’t dictate the process. We believe in a process of collaboration. It all starts with a good conversation to see what are the real needs before putting numbers on what is actually needed.

Trends in bespoke type

As many big brands are moving towards their own bespoke typography, it is only a matter of time for smaller brands to follow suit. Big brands have understood the need for uniformity across diverse business sectors. Type forms as the binding agent for consistency across all mediums and markets. Look global, implement local.

Successful bespoke typefaces integrate seamlessly with the core brand identity, reflecting its personality, values, and ethos. Clear understanding of the brand’s essence is essential for creating a custom font that serves its purpose effectively.

Whats next?

We hope we helped you shed some light on the darks arts that type design seem to be. If you need any helping lifting the veil, get in touch. We are not bound by a magician’s code and can share some of our secrets.