Typographic Strategies for Reflecting a Brand’s Personality Across Different Industrial
Sectors.

Estrategias tipográficas para reflejar la personalidad de una marca en distintos sectores industriales.

Abstract:

The
objective of this article is to explore how typographic
strategies can reflect a brand's personality
across different industrial sectors through
a literature review and qualitative analysis.
The research highlights the crucial
role of typography
in creating a strong and coherent visual
identity. It analyzes
the use of typefaces in sectors such as finance, technology,
food, and fashion, identifying key
characteristics in typeface selection
for each sector.
The findings reveal that in the financial sector, sans
serif typefaces dominate due to their
simplicity and professionalism, while
in the technology sector,
they are appreciated for their modernity and readability. In the food sector, typography evokes sensations: script fonts convey freshness and approachability, while sans serif
fonts generate perceptions of acidity
or sweetness depending on their
terminals. In the fashion sector,
both serif and sans serif fonts aim to project an image of elegance and exclusivity. The research
will conclude that effective typographic management, based on both technical and emotional principles, is essential for achieving a strong and competitive visual identity.

Keywords: visual
identity; typography management;
brand perception; corporate typography;
sector-specific typography.

Resumen:

El objetivo de este artículo es explorar cómo las estrategias tipográficas pueden
reflejar la personalidad de una marca
en diferentes
sectores industriales, mediante una revisión bibliográfica y un análisis cualitativo. La investigación destaca el papel crucial de la tipografía
en la creación de una
identidad visual sólida y coherente. Se
analiza el uso de tipografías en sectores tales como el financiero, tecnológico, alimenticio y de moda, identificando
características clave en la
elección de tipografías para cada sector. Los resultados muestran que, en el sector financiero, las tipografías sans serif predominan, por su simplicidad y profesionalismo, mientras
que en el sector tecnológico se valoran por su
modernidad y legibilidad. En el sector alimentario, la tipografía evoca
sensaciones: las scripts transmiten frescura
y cercanía, mientras
que las sans serif generan percepciones de acidez o dulzura, según sus terminales. Y, en el sector de la moda, tanto las fuentes serif como las sans serif buscan transmitir
una imagen de elegancia y exclusividad. La investigación
concluirá que una
gestión tipográfica adecuada, basada en principios técnicos y emocionales, resulta esencial
para lograr una identidad visual efectiva y competitiva.

Palabras
claves: identidad visual; gestión de la tipografía; percepción de
marca; tipografía corporativa;
tipografía sectorial.

This work is under an international license Creative Commons Atribución-NoComercial
4.0.

Table of contents. 1. Introduction. 2. Methodology. 3. Development 3.1. Corporate typography as a reflection of the brand’s personality. 3.2. Choice of typography
of different industry
sectors. 4. Results.

5. Conclusions.

How to cite: Quispillo Parra, M. C. (2025). Typographic strategies to reflect the
personality of a brand in different industrial sectors. Ñawi. Arte, Diseño, Comunicación, Vol. 9, Núm. 1, 189-201. https://nawi.espol.edu.ec/

www.doi.org/10.37785/nw.v9n1.a11e

1.  Introduction

In today’s marketplace,
characterized by increasing and fierce competition, brands, companies, and
entities must find ways to stand out
and capture consumers’ attention. Brands are no longer simple products or
services but complex entities endowed
with personalities and narratives that connect deeply with consumers (Wei,
2024, 93). A key factor in achieving
this is the construction of a solid and coherent graphic identity since,
without a clear visual identity
of the values, the personality of the brand, or even the products
and services offered,
an imbalance is generated between
what is transmitted and what is actually
offered. Visual identity
is the basis on which a company
builds its presence through internal, intentional, and controlled
aspects to differentiate itself from its competition (Apaza et al., 2020, 5). In this process, typography is
fundamental, as it influences both the brand’s perception and the message’s clarity.

For
Quimí
(2020, 10), typography has a crucial
role in corporate design, playing
an indispensable role in how the audience perceives
the value and identity of a company or a brand. Typography
builds an essential part of the identity and adapts to the company’s context in its industry. Determining whether typography adequately conveys the brand message
is a topic addressed through market research (Apaza et al., 2020, 5).

Gálvez (2023, 22) points out that typography is one of the
visual elements that identifies a brand, company,
or organization, becoming an essential instrument in both internal and
external communication. In this sense, typography becomes
an essential tool that allows the brand personality to be differentiated from the competition if well managed.
This typographic consistency reinforces the brand’s identity in different
sectors, ensuring its message is clear and easily recognized. Thus, the
aim of this article is to explore how typographic strategies can reflect a brand’s personality in different
industry sectors.

2.
Methodology

This article adopts a qualitative
approach with the purpose of
identifying the strategies used in the selection and management of corporate
typographies that are aligned with brand values
and that influence
consumer perception. To this end, a systematic review of scientific literature and an analysis of the use of typography in different industry
sectors, such as finance, technology, food, and fashion, were carried
out. The research was delimited through a search with keywords such as: “Corporate typography,” “Typography and visual identity,” “Typography and brand,” “Typography and brand personality,” “Typography in the financial
sector,” “Typography in technology,” “Typography and fashion,”
“Typography for food,” among others. Publications from the last ten years were
included to ensure that the
information is up to date, except for one book, Typographic Psychology from 2011,
which is considered of vital importance for the research. Studies
unrelated to brand management and typography were excluded. Most cited texts come from scientific articles,
theses, and books.

3.  Development

3.1     Corporate typography as the reflection
of a
brand personality

In today’s competitive
environment, brands need to build identities that reflect their values, personality traits, and distinctive visual elements, as these
integrally represent the brand and allow its differentiation from the competition. In this sense,
visual identity is constituted as a strategic representation intentionally created
to capture the consumers’ attention and
position itself uniquely in the market (Wei, 2024, 93). According to Yu et al.
(2024, 1), visual identity
encompasses “all symbolic and graphic elements that express the essence
of an organization or brand.” Such elements include
the brand name, logo, colors,
typography, and tagline,
each contributing to a strong and
consistent visual representation.

Previous studies, such as Jacobson (2020, 716) or Rahayu and Marka (2024, 1359), explore how personal branding is made up of expectations, images,
and perceptions that form in the consumer’s mind. These studies
emphasize that the brand integrates various attributes, such as values,
motivation, skills, experience, and personality, distinguishing it from others.
In this context,
the brand adopts
a more inclusive definition, assuming
the attributes of a personality, allowing it to “shine” in the market. Noah (quoted
in Jacobson, 2020, 723) described his experience in the labor market
with the following
sentence: “People know who I am: it’s me. This is my brand. My brand is my personality.” This reinforces the idea that a
brand’s personality is not only its essence but also its distinctive
identity in a highly competitive environment.

Visual identity involves a series of graphic elements
that formalize the representation of a brand,
which can be associated with a person’s clothing and
behavior. These elements allow
immediate visual communication
between the brand and the consumer, shaping
perceptions about the image and values of the company
(Andrade et al., 2024, 70). Thus, visual
identity not only represents the brand aesthetically but also influences the public’s perception of it.

Likewise, brand personality emphasizes the value of the good or
service is supported by psychological and perceptual associations and the experience that the customer
builds on a brand. Therefore, the perception of each brand’s personality is based on the
qualities and attributes that the company emits to its public. For example, a Courier service company achieves brand
positioning thanks to its on-time deliveries by forming its personality as responsible and efficient. Brand
personality is defined as:

A set of associations that the market strategist aims to create or maintain.
These associations represent
the brand’s reason for being,
which involves a promise from the organization’s constituents to customers. Therefore, brand personality should
contribute to establishing relationships between the brand and the
customer by generating a value proposition involving functional, emotional, or self-expression benefits (Aaker, cited
in Noriega Tovilla
et al., 2018, 82-83).

Furthermore, the brand
personality is communicated through this visual
identity, achieving a deeper emotional connection with consumers. This translates into a significant impact on brand awareness, familiarity, and favorability (Yu et al., 2024, 24-25). Brand personality is associated with human characteristics that create emotional and symbolic connections with consumers, giving the
brand a unique and recognizable identity. Aaker (1997) identified five key dimensions of brand personality: sincerity, enthusiasm, competence, sophistication, and robustness (Andrade et

al. 2024, 67-69). These dimensions allow design
professionals to understand consumer inclinations better and incorporate these attributes into the
creation of an attractive and relevant visual identity.

As
discussed above, it is understood that visual elements
such as color, logos, and typography evoke emotions, build trust, and shape consumer
perceptions (Haidar, 2024, 49). Typography, in particular, through
the characters of a
logo, can faithfully reflect the brand’s identity and personality. By
contributing to the construction of the brand
identity, typography is considered a key element
in enhancing the brand’s communicative capacity and visual
appeal (Günay, 2024,
1446).

By fulfilling a communicative
function beyond mere reading, typography becomes an effective channel for conveying a brand through visual elements
(Turgut, 2017, 164-165). According to Zheng
(2024, 3), “typographic personality
refers to the mood or emotional quality conveyed by a font.” Fonts
possess distinct personalities depending on their shapes
and details; for example, rounded
terminals evoke pleasant
feelings, thus strengthening the emotional connection between the brand and the consumer.

Over time, typography has adopted two important approaches: on the one hand, as a communication tool, and on the other,
as a generator of a unique identity. Typography not only responds to specific requirements but is also closely related
to the functionality and identity
of a brand (Varela & Dopico, 2014, 3). From this perspective, brands use tangible and intangible elements, such as the
name, logo, color, and typography, which characterize and transmit the company’s or
organization’s values. According to Pizarro, “typography, although
not one of the elements that a person
notices in the first place and much less consciously, can make a certain brand
be perceived in one way or another” (2020, 12). Furthermore, within the context
of brands, the choice of typography generates the desired tone of
the message by attributing emotional connections to the text (Andrade &
Morais, 2024, 73).

In this context, corporate
typography has become one of the most interesting and powerful tools in brand creation
(Rodríguez, 2015, 38). Similarly, for Apaza and other authors
(2020, 5), typography plays a fundamental role in transmitting
the message that the brand wants to communicate, based on market research.

To make an appropriate choice of fonts, a basic classification is considered to recognize typographic characteristics and emotions. This
research uses the classification made by Francis Thibaudeau, which identifies
fonts in two categories: with serif or without
serif. Later, he added handwritten and decorative fonts. Based on this classification, Thibaudeau also developed three basic styles:
the serif group (with
serifs), which
includes the Roman,
Egyptian, and transitional families; the sans serif group (without serif or serifs), which includes the sans serif group; and the script group,
which includes the handwritten and fantasy families (Pizarro, 2020, 13).

However, despite the characteristics used to classify
fonts, they are not sufficient to connect with brand values
and personality. It is, therefore, necessary to apply the Gestalt
theory, which established that a part of a whole is different from that isolated part, or in another whole, is
deduced from a series of principles or laws of perceptual organization” (Aharonov, 2011, 51). In other words, this theory stipulates that people perceive
visual sets as a whole rather
than simply sums of their parts. Typography not only responds to specific
requirements but is also closely related
to the functionality and identity of a brand.

3.2      Choosing typography for different industry sectors

Choosing the right typography involves a careful
process in which several key factors must be considered. First, it is important to define the purpose of the design.
For example, if typography is used in the creation
of a logo, it must reflect the brand’s identity and personality coherently. Second, it is essential to consider the target audience, ensuring that the chosen typography aligns with
their expectations and preferences. Finally, the legibility of the typography is essential to facilitate brand
recognition. Choosing the right typeface
can significantly impact
the efficiency, clarity,
aesthetics, and impression it generates on the consumer (Günay, 2024, 1457-1458). Each character chosen in the logo must make the brand easily recognizable, reflect
its identity and personality, and align with the characteristics of the industrial sector.

Therefore, the correct choice
of typography for different industrial sectors is a crucial aspect
of corporate design,
as each company
has unique characteristics that the brand
must transmit to its audience. Proper typographic choice
not only reinforces brand values but also helps to establish an
emotional connection with the audience (Zheng,
2024). In this process, it is necessary to consider aspects such as the
use of high and low boxes, font size, weight,
inclination and spacing
between characters, kerning, and
tracking (Amaluisa & Amaluisa, 2022, 82-84;
Quimí,
2020, 12). In addition, the decision between
using serif or sans serif fonts plays a crucial
role in how the audience
integrates the brand’s
visual representation with the values it wants to project in which it is
inserted.

Next, the characteristics of four strategic industry sectors are analyzed: the financial, food,
and fashion sectors.
According to their classification, these sectors are related to the
characteristics and emotions of typographies.
According to the study of the corporate visual identity of financial
institutions in Spain, the financial
sector is characterized by being direct and simple, giving preference to values
such as professionalism, stability, closeness, and trust. It shows that legibility and modernity are paramount for the entities, so they make use of typographies without
finials, with simple, rounded, and medium-thickness strokes. It also
indicates a growing minimalist trend based on
basic lines and shapes that allow the creation of simple but functional
logos (Sanz et al., 2023, 142-163).

Banco de Pichincha is an outstanding example of brand
humanization within the financial sector.
The renewal of its brand was carried
out in 2015, and it focused on projecting modernity, personality, simplicity, and solid institutional values.
This redesign created
a fresh and contemporary image
for its partners, full of innovation and transformation (Ávila & Lema, 2022, 23). The font chosen for the new logo is a sans serif style in uppercase, without
terminals or decorative elements,
and with rounded
edge details that evoke closeness
and modernity. This choice allowed
Banco de Pichincha to achieve a visually clean, legible design adaptable to
different digital media, fundamental properties of sans serif fonts. In addition, the font used has a thin thickness with a semibold visual weight, reinforcing the values of clarity and accessibility, which are essential
to project a solid and reliable image in the financial sector (Ávila & Lema, 2022, 51-53). In this sense, companies seek to project
professionalism and seriousness, which allows sans-serif fonts
to be popular.

Another important sector is technology, which is characterized by modernity and innovation. It is similar
to sans serif, distinguished by its rigid and simple
shapes, with geometric
shapes and good readability. According
to Pailiacho (2023, 91-94), sans-serif fonts are optimal for accessibility due to their greater
readability on electronic screens; since they are easy to read and have no serifs,
they allow optimal
viewing. In addition,
his study considered technical aspects such
as the appropriate use of letters, size, space, contrast, and typography style
to improve accessibility.

In the book Psychology of Typography, written by Aharonov (2011, 60-63), typographic personality is related to the characteristics and qualities of the people.
In this context,
the Font Galette Medium
is described as representative of a young, expressive person interested in the
future, innovation, newness, and technological trends. In the technology sector, the right typography reinforces
corporate values and facilitates a universal connection with customers.

According to Samsung’s
official website, the company seeks to offer innovative products that respond
to the demands of its consumers
in Latin America.
The brand’s current
design was modified
in 2005 to improve its visibility, considering how the human eye perceives visual signs. Special care was taken in the use of space and height
of the letters, thus achieving visual
harmony through the precise distribution of each typographic element. The brand modifications reflect excellence, change,
integrity, and co-prosperity and create meaningful consumer experiences. In addition, the Samsung logo is considered simple, iconic, and timeless. The sans serif typography used in the brand projects
a friendly, elegant,
and modern image with the main objective of connecting universally with its customers. The SamsungOne typography, without
serifs, stands out for being modern, innovative, human, and integrated, aligning
with the company’s mission to offer a coherent and accessible
brand experience for all (Samsung,
2024).

Similarly, in the food industry, typography is linked to the sensory,
emotional, and proximity
experiences brands seek to evoke. A study by Otterbring et al. (2022, 1-7) indicated that consumers
combine stimuli from sensory modalities.
The experiment conducted compared angular vs. round letter types, associating
them with sourness vs. sweetness.
Consumers exposed to angular letters will report a greater preference for sour
foods over sweet foods. The research reveals
that typefaces are connected to consumers’ purchase
preferences and choice
behavior. According to the researcher, these angular or
round characteristics can be associated
with the terminals possessed by sans serif fonts. However, more curved and organic typefaces
are chosen by brands seeking
to convey closeness
and freshness. When comparing the zapfino (script)
font to a person, it is considered interesting and friendly, with which a conversation can be held without
difficulty (Aharonov, 2011, 62).

When talking about brand identity,
Wein (2024, 94) gives an example of
the brand “Coca-Cola, whose brand identity aims to project
an energetic, refreshing and cheerful personality.” Coca-Cola expresses that more and more studies
associate happiness, well-being, and
health, which is why the Coca-Cola Institute of Happiness was created (Chedraui & Malla, 2015, 25). The Coca-Cola
brand, being associated with human characteristics, is seen as cheerful, creative,
friendly, and familiar. Thus, the Spencerian
Script style typography expresses closeness and joyful traits with its variable
stroke, different thicknesses, and ligatures between letters. For Eduard (2022,
4), “the calligraphy used has
cheerful features that in a way remind us of children’s calligraphy,
giving it innocence, grace, with genuine and

distinctive touches that make it a friendly and
approachable typeface.” These typographic conditions underpin all Coca-Cola advertising, consolidating a
powerful and unique brand identity (Eduard, 2022, 3-4). In the food sector, it is important to consider typographies
that, in addition to communicating the product type, create a relationship with customers.

Finally, fonts that reflect
elegance, exclusivity, and style are used in the fashion
sector. According to an analysis
carried out in the online study Slam
Hype, fashion designers use the same typeface, with sans serif fonts such
as Helvetica and Futura being
particularly prominent. These fonts
are preferred for both high fashion and streetwear logos thanks to their clarity, legibility, and adaptability
(Gagan & Saini, 2023, 81-82). A notable example is the Chanel
logo, which marked
a before and after in the world of fashion
by projecting the image of a modern,
elegant, sophisticated, and
independent woman. This identity is reflected in all of its
products since, by adopting masculine garments on female bodies, Chanel made it easier
for women to adopt a modern and confident attitude (Cerca
Pérez, 2017, 17).

Through all of its products, Chanel
generates a positive
image in the consumer, creating
trust and loyalty
while transmitting luxury and
exclusivity. In the company culture, sobriety, exclusivity, and austerity are
highlighted, as well as elegance and (Cerca, 2017,
21-27).

For
this reason, Chanel uses its own sans serif typography, which is simple and bold, accompanied by minimalist motifs and a black and white color
palette, which projects its essential values: simplicity, elegance,
exclusivity, distinction, and
recognition. The choice of this typography, together with the minimalist design
of its packaging, contributes to the perception of Chanel as a luxury brand (Barranco, 2022, 32; Rodríguez Muñoz, 2023, 51).

However, it is also indicated that the use of sans serif typography is not the only way to express luxury; the cultured and flowing style of Bodoni and
Didot fonts, as well as looped and
sensual lettering, are also used by other brands and apparel (Gagan & Saini, 2023, 81-82). In agreement with this criterion, Carrere (2017, 10)
stated the following: “Didonas are easily identified with reason and classical
universalism, but also with beauty, visual suggestion, and sublime feelings.” Following the approach of the book Psychology
of Typography, he compares
the Didot (serif) font to an elegant, confident, and flirtatious woman who knows what she wants and is proud
of her profession (Aharonov, 2011, 62). Fashion brands opt for stylized
and minimalist typographies, while more accessible brands use modern fonts. The choice
of the right typeface can reflect the status and exclusivity of a brand, so the use of serif or sans serif typefaces
will depend on the brand’s values and personality.

In
summary, typography has a significant presence in the visual communication of brands (Gómez, 2020), and its choice
depends on the needs and characteristics of each industry sector. Below is a
table summarizing the characteristics
of typographies used in different sectors and specific examples (Table 1).

Sector

Values and Characteristics

Typographies

Emotions and Characteristics

Examples

Financial

Direct, straightforward, stability,

trust, closeness,

professionalism, integrity, responsibility, solidarity, transparency, innovation, transformation.

Sans serif: without serifs, sober and modern style, simple strokes. Example: Helvética, Calibri, Prelo,

Avant Garde

Simplicity, modernity, minimalism, seriousness, confidence, simplicity. personality

Technological

Modernity, innovation, simplicity, excellence, change, integrity, prosperity, dynamic

Sans serif: geometric shapes.
Example: Futura, Franklin Gothic

Accessibility, legibility, innovation, simplicity, functionality, dynamism, boldness, style,

joy, distinctive

closeness,

freshness,

craftmanship

Script: soft and curved

Food

strokes.

Example: Pacifico, Zapfino

Sans serif:

Friendliness, accessibility, closeness,

nostalgia,

Example: Routed, Open

affection.

Sans

Fashion

Elegance, exclusivity, style

Serif: refined
and classic terminals Example: Bodoni, Didot Sans serif: Example: Helvética, Futura

Elegance, exclusivity, style, clarity, legibility, adaptability

Table 1. Use of typographies in
different sectors (own elaboration).

4.
Results

This analysis shows that typography
is more than a visual resource. It
not only fulfills an aesthetic function but also acts as a strategic tool that communicates
the values and personality of each brand, depending on the sector and the
target audience, in the financial sector, where professionalism, stability, and
direct communication predominate, typographies that project confidence in clients are chosen. Currently, there is a preference for sans-serif fonts due to their simple but functional strokes
(Sanz et al., 2023, 142).
Similarly, the technological field uses geometric and rigid sans serif fonts, conveying modernity and
innovation. In addition, they are very
accessible due to their legibility on electronic
screens, which makes them versatile in digital media and platforms (Pailiacho,
2023, 91).

On
the other hand,
in the food sector, brands
use script fonts with curved and organic characteristics to convey feelings of freshness, authenticity, and
closeness to the consumer (Aharonov, 2011, 62). The use of sans serif
fonts with angular and
rounded terminals is also observed to evoke feelings of acidity and sweetness (Otterbring et al., 2022,
1). In this sector, the aim is to create a close relationship with consumers.

Finally, in the fashion sector, the choice of fonts is based on projecting elegance and exclusivity. Modern sans serif fonts are considered suitable for urban
styles, while stylized lines of serif allow
the show classic and elegant styles (Gagan
& Saini, 2023, 82). In this sector, the aim is to differentiate by creating
a unique and recognizable brand.

5.
Conclusions

In
today’s competitive and ever-changing market,
building a strong
and consistent branding
identity is essential for brands, companies, and
organizations to stand out and capture consumers’ attention. Typography
is fundamental in this
process, as it directly impacts how the brand is perceived and the clarity of
the message. An appropriate typographic choice reinforces the visual
identity and ensures the message is clear and distinctive, avoiding imbalances between what is conveyed and what the
brand offers.

Typography, adapted to each sector’s characteristics and
needs, plays a strategic role in communicating the values and personality of the brand. In the financial sector, sans serif typographies are predominant for their simplicity and professionalism, which reflect trust.
In the technology sector, sans serif typographies
convey modernity and innovation and ensure high legibility on digital platforms.
Typography plays an important role in evoking sensory

and emotional sensations in the food sector. Script typographies convey freshness and
closeness, while sans serif typographies with angular or rounded terminals provoke feelings of acidity or sweetness respectively. Finally, in the fashion sector,
both serif and sans serif
typographies seek to project elegance
and exclusivity, differentiating brands through classic
or modern styles. In short, correct typographic management, based on technical
and emotional principles, is
essential to establish a coherent and emotional visual identity in a
competitive environment.

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Curriculum review

Mercedes Quispillo has a bachelor’s in
Audiovisual Communication from Universidad Central del Ecuador. She has more
than six years of professional experience in graphic
design. She is an expert
in merchandising and promotional material. She has worked
in companies nationwide, offering their products
through Onart Publicidad, which she owns. Currently, she teaches at Universidad Indoamérica
Ecuador, in the career of Graphic Design.