Typography in Marketing

Typography is a very important part of our modern culture, including television. The typography in the marketing of a television series can influence the number of people who watch a series. In some situations, the typography receives some backlash. One example of a design that received backlash is the design of the title for the Loki series. This title is an incredible example of typography being used to compliment what it is advertising. In the design, the title of the series is a combination of modern, futuristic, and historical fonts. This design received backlash because of its lack of consistency, but the design of the title is actually very intuitive considering the concept of the series. In the series Loki, Loki travels through different timelines and eras in search of a villain. With the series concept in mind, we see that the differing typefaces used represent the many different timelines that Loki visits. This design originally received backlash, but after seeing the series, viewers realized the intuitive design.

(Marvel Studios, Loki logo, June 9, 2021)

Along with television, typography has found its way into fashion. Today nearly every big fashion company’s logo has some form of a typographic design in it. One example being Louis Vuitton’s classic “L” and “V.” The Louis Vuitton logo has become a symbol of wealth and style, and this is partly because of how well the logo fits the brand. The Louis Vuitton logo was designed for a high-class fashion company, and the serif font combined with the italic creates that image. It is common for people to connect large serifs with wealth because of the other contexts in which typefaces with large serifs are used. The designer of the Louis Vuitton logo, Georges Vuitton, had a high-class fashion company in mind when designing the logo, so he used serif typefaces and italics to convey the fashion and style of the company. The “L” and “V” are two letters that together, now represent high fashion because of how the designer used different typefaces to convey that message.

(George Vuitton, Louis Vuitton logo, 1864)