Fonts: What are they and why do we need them?

 
We see them a lot. We see so many typefaces, wordmarks, fonts, and everything else in between. They're also a way to distinguish something from the other, like packaging, advertisements, and even signage. But what's the sole purpose of having fonts and why do we need them?

The purpose of fonts is to give a unique visual perspective. Fonts can set the mood, the tone, and the atmosphere. Fonts can give out visual clues about the order in which the document should be read, and which parts are more important than others. They can also be used to control how long it takes for someone to read a document. Without using fonts, it would either cause legibility issues, or it would not strike the tone with others. 

Now, the question is: why do we need fonts?

Typography has two main purposes in Design.

The first main purpose is to promote legibility. It allows us to read things clearly without having the need to either squint to read or get lost and/or confused as to what we are reading. It also allows it to get the clear message across; without clear messaging, it either gets lost, misconstrued, or misinterpreted. So that is one of the main purposes of fonts, allowing us to use clear messaging for commercial or literary reasons. 

The second is to help communicate the message, tone, and sensibility of a Design piece. Here are a few examples:

This is the logo for Bloomingdale's, a luxury department store similar to Nordstrom or Saks Fifth Avenue. This logo is minimal, which allows the logo to be scalable, and appear more sophisticated; the latter of which makes sense, considering that they strive for luxury and sophistication, and this logo does just that. The font used for this logo is "Abeat", and what makes this logo unique is that it combines the two "O"s in "Bloomingdale's" to give it a different shape; not too many logos for stores like this do that. 

In contrast, this is a logo for Target, which is one of the most popular discount stores across the country. This logo uses a lowercase version of the "Helvetica" font, making this logo appear more playful and fun. The bullseye logo is an iconic symbol of Target and is used in various forms. The red used in this logo symbolizes desire, power, and energy. And this is one of the more recognizable logos throughout the country. 

So, these examples showcase why fonts are important as they can promote legibility and can help communicate the message, tone, and sensibility of a Design piece. It's interesting how fonts can set the tone for what's to come.