branntype

Branntype is a term used in branding and typography to describe an approach in which typography is treated as a primary brand element. In a branntype system, the organization defines a cohesive set of typographic rules that govern font choices, sizes, spacing, and color usage across all media to reinforce a brand's personality and legibility. The term blends branding with typography and is regarded as a design method rather than a specific typeface.

Scope and components: A branntype system typically includes a primary typeface family (and alternatives for digital and print), a defined typographic scale, hierarchy rules, line length and rhythm guidelines, and explicit usage guidelines for headings, body text, captions, and UI elements. It also covers accessibility considerations, color and contrast, and responsive behavior for screens of varying sizes. These rules are usually codified in brand manuals or design systems to ensure consistency across packaging, advertising, websites, and apps.

Implementation and practice: Designers translate brand voice into typographic characteristics such as tone, formality, and energy. The process often involves auditing existing materials, selecting a suitable typeface or families, creating a type scale, and producing guidelines for editors and developers. Branntype is typically used in tandem with other brand elements like logos, color palettes, and imagery to create a coherent identity.

Criticism and limitations: Critics argue that strict branntype rules can hinder creativity and adaptability, particularly in experimental campaigns or culturally diverse markets. Proponents argue that a well-defined branntype system improves readability and recognizability.

See also: brand typography, typography, brand identity.