design

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Typography Matters.

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“Typography” is simply defined as “the style or appearance of printed matter.” And there is a whole design world hidden behind what is commonly known as “text” or “print.” Before the digital age, typography existed, but was limited to things like what was printed in magazines and newspaper articles, or the signage on a storefront. Now, typography has exploded into an art form that has brought web designers, graphic designers, and marketers SO MANY font and type options. 

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We hear these questions a lot: why is typography so important? What purpose does it serve? These are honestly great questions, and we would love to share with you some of the key roles I see typography playing in marketing today:

  • It provides tone for your brand. The font that you select is one of the surest ways to define the personality and tone of your brand. Is your message bold and playful, or more free-flowing and laid back? These ideas are expressed clearly through the font type that is chosen.

  • It builds and creates brand recognition. Using consistent typography for your business is a foundational component of your brand’s recognition. Your audience will begin to associate a certain font with your product or message. Through typography, you are establishing your own unique identity on the web.

  • It reflects hierarchy in your message. Practically, typography provides an excellent tool for establishing hierarchy on your website or on your product. As you use different font types and text sizes, you are guiding the reader to see the emphasis of your content. Here, we see that typography is invaluable for practical purposes, as well as creating visual appeal for your business.

  • It engages the reader. Much of the value of typography comes down to its ability to engage the reader. When it is done well, it draws the attention of your audience from the first glance and holds their intrigue as they enjoy your creative message expressed through type.


At Vivant, we see the power in excellently selected and curated typography for your business. It is the heartbeat of effective marketing and branding. We believe that there are few things more satisfying than finding the font that perfectly and uniquely communicates the message of each client as their brand begins to take shape. 

XOXO,

Tami & Sheree

Kamaela's Kreamery.

The cutest ice cream trailer around. You know what I’m talking about. Two years ago, two girls had a big dream and today, that dream is a reality. Not only did I get a front row seat to their brand, but I also was able to watch their entire journey - renovating their ice cream trailer and researching the accounting and legal sides of operating and owning a small business.

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Their brand came to life fairly quickly, with a font package, graphics to back up their logo, business cards, thank you cards, a watercolor trailer for stickers and t-shirts, punch cards, gift certificates, name tags, and more. I LOVED watching their brand continue to develop. They did not just stop with the logo - they had a VISION. That vision has exploded into their brand, and that brand into their personality. Kami and Mikaela are sunshine, literally, and this creates depth in their brand, breathes life in their brand.

If you see this trailer out and about, do yourself a favor and stop. Not only will you taste the most delicious ice cream like EVER, but you will also meet two ladies with huge hearts, and see a brand that has been carried out, perfected, continued to hold despite them growing and gaining momentum as a business.

Keep being you, you two. Keep slingin’ cream. Thanks so much for the honor of allowing me to help make your dream a reality!

XOXO,

Tami