Art also exists in typography and searching for fonts that pair well together is a quest, but once found it is a magnet to the eye. The infusion of serifs with sans serifs is crucial, however not all are destined to blossom. It takes experimentation along with taste to establish a connection, and the result – a contribution to art.
I was first introduced to the big brands of today whilst working in Harrods. From Prada to Gucci, each one had their own unique typography. It was apparent that fonts are instrumental to their success, sending its own message of elegance. I wanted to know how they created these ripples of creativity?
After a year of studying fonts through books, blogs, & articles I began to experiment. The result being 7ofParis.com – positioned in two words “Renaissance Couture” with the aim of selling affordable luxury. However, the challenge I found was using fonts for clients. A perfect example being a construction company. It would not have made sense if its slogan was in fashion typography, so we chose the rather simplistic Helvetica.
To conclude, each font must be in sync with the direction of the business as it is critical in creating your brand image. It can engineer your brand to victory, but only if you know your stuff! That is why, I respect graphic designers. They are truly modern day artists.
Words, written or spoken are sacred. “Patience is food for the Soul” … how powerful are words. “Be an instrument to improve Humanity,” how effective are words. “The currency of this World should be kindness,” – words are paramount.
When I sit down with a client, I act as a Scientist. Firstly, depending on the business (in recent cases it has been restaurants) I pick out buzzwords or keywords that are in sync with its direction. Then, I carefully tailor the words around the vision of the client because I believe that words can blossom your brand. When carefully woven, they can be potent in creating vibrancy around your story. They can enhance, ignite, and harmonise your brand.
Why can’t Art be infused in Marketing? As a Brand Consultant that is my aim, I want to paint a picture to my clients through vocabulary that to some may seem to be different but to set/create trends one must be unique. Because words, when seasoned perfectly can create irresistible flavours. There is a growing appetite for creativity and with every client we aim to plant a seed that will grow and eventually drive the brand to success.
I leave you with a sentence I wrote whilst travelling in the beautiful Swiss Alps, “Words are melodies to branding and the magnet of a brand is belief.”
A few months ago, I was reunited with an old friend, “just come over and see what I am doing, maybe you will learn a few things or two,” he said. He was also the catalyst in making my decision to start a masters.
Flashback to 2011 and he had just stepped foot into the country, my parents invited him over for dinner at our London flat. He asked me why I am not considering doing a masters since I had yet to find a marketing job with only a Bachelors. So I decided to start!
Fast forward to 2015 and his persistence did not stop, in what is probably the most difficult market – Switzerland, He had settled well and started his own construction, scaffolding, and consulting company Lika. After a short trip to the UK, I told him that it would be an honour if I were to create a slogan that not only reflected his company but also himself, and so the slogan … QUALI+Y was born.