What are the most effective ways to conduct brand research for typography?

May I offer the following for consideration … 1 / Typography is an art-form and often ill considered. 2 / In earlier times there were limited ranges of fonts, but now the choice is vast. This creates opportunities to tailor the “feel” of the type matter to reflect the desired brand message 3 / The designer should be not revert to type “research”. This is a cop out. Did Milton Glaser’s “I love NY” go into research ? Or did Salvador Dali ask for feedback on the ChappaChappa logo ? The designer should have enough conviction to ensure that the type choice reinforces the strategic point of difference and adds value to the presentation of the brand. 4 / Research is helpful, but a designer’s intuition usually beats (others) intelligence.

Estas metas deben estar alineadas con la estrategia general de la empresa y ser comunicadas de manera eficaz a través de la tipografía y el diseño. Por ejemplo, si uno de los objetivos es ser percibido como una marca accesible, la tipografía seleccionada debería ser legible y amigable. Además, es importante considerar cómo estos objetivos se traducirán en diferentes culturas y mercados, asegurando que la marca sea adaptable y respetuosa con la diversidad global.

Brand is ultimately a promise always delivered on. Define the promise you want your customers to expect, such as Apple’s brand of promising 100% or ‘completion’, vs Walmart’s promise to deliver quantity (budget or price is not actually Walmart, it’s the availability to access more products than others and they use price sometimes make that happen)

May I offer the following for consideration… 1 / This refers to the strategy behind brand identity creation 2 / Typography is part of the traditional look & feel tool box of identity elements which includes now - motion and sound. In this way, typography must “feel” connected with the brand persona - it’s like music - type needs to be integrated into the rhythm of the identity and make sense for the brand composition to have max impact.

May I offer the following for consideration… 1 / I feel that these questions are more about creating a relevance for AI to exist. 2 / There has to be recognition that the designer is involved to create something that is outside the known or commonplace. 3 / William Blake said “ what is now proven was once conceived” - if we need AI to validate everything - where is the god spirit of creativity ? 4 / Remember, man is the only species that has the gift of imagination. Ask Chatgp what is imagination ? It will say it is a human condition. Need I say more ? 5 / Finally … it has been said by George Bernard Shaw “that all progress is made by the unreasonable man” It’s a designers job to often be unreasonable - to promote difference.

May I offer the following for consideration… 1 / This is standard research to ensure the brand creation is differentiated - a 1.01 tactic. Any professional designer will observe what is out there - what it helps to do is reassure the project’s point of difference credibility. 2 / Always see research as a learning not a validation - what you don’t know is usually found by looking elsewhere. 3 / If you are seeking validation by the client, you are denying the act of true creativity - to use imagination and make a difference.

May I offer the following for consideration… 1 / Research is helpful in confirming originality and effectiveness. 2 / Too much analysis leads to creative paralysis - don’t overthink it 3 / Good to always measure twice (survey) and then creatively cut once. 4 / I think feedback can only add to confusion in the creative mind - trust in your own intuition.

May I offer the following for consideration… 1 / These questions / advice put the importance of typography in lights - great. But it is based upon a AI approach. 2 / Survey and research is helpful, but the solution is not found in research or AI because if the creativity has “original value” - it hasn’t been seen before , so how can you research it ? 3 / I like Bob Dylan’s phrase “Don’t Think Twice, It’s All Right” - I interpret that Bob is referring to the fusion of a “think creative” fluid approach. For me, it’s about intuition and the rare and valuable spiritual gift of imagination. And then … how that imagination is expressed by the designer separates the ordinary from the inspired.