Typography for Building Valuable Brands
Expressiveness and functionality
A course by Fabio Haag , Type Designer
About the video: Expressiveness and functionality
Overview
“The holy grail of the discussion on corporate typography: how and why to balance expressiveness with functionality.”
In this video lesson Fabio Haag addresses the topic: Expressiveness and functionality, which is part of the Domestika online course: Typography for Building Valuable Brands. Discover the power of typography in creating valuable and effective branding. Learn how to make informed typographic decisions..
Partial transcription of the video
“It was 1930 and advertising was taking off, starting the visual pollution of the landscape public. The letters getting more and more extravagant, trying to scream, higher and higher than the adjacent ad. In response to this context, Beatrice Ward published one of the most traditional, classics, texts on typography, the crystal goblet, The Crystal Goblet. She proposed a challenge. Which of these goblets would you prefer to have a wine? That, of gold, all ornate? or this one, thin and transparent, made of crystal? She argued that, based on her choice, she would know if you know about wines or...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Typography for Building Valuable Brands
-
Category
Calligraphy & Typography -
Software
Adobe Illustrator -
Areas
Branding & Identity, Typography, Typography Design
Fabio Haag
A course by Fabio Haag
Fabio Haag is a highly accomplished type designer known for his expertise in corporate typography. With over 17 years of experience, he has crafted custom fonts for renowned brands around the world, such as Banco do Brasil, Globo, GOL, and Tramontina.
Fabio's unique approach to type design sets him apart, as he combines his creative vision with a deep understanding of business strategy. His focus on anchoring design decisions to the core principles of each client's brand allows him to create typography that adds significant value.
Having worked as a global creative director for one of the largest corporate typography studios, Fabio gained a holistic perspective on how typography can enhance brand communication. He brings a wealth of knowledge and practical insights to his teaching, empowering students to unlock the potential of typography in visual identities.
- 100% positive reviews (50)
- 1,859 students
- 19 lessons (2h 41m)
- 28 additional resources (14 files)
- Online and at your own pace
- Available on the app
- Audio: Portuguese
- Portuguese · Spanish · English · German · French · Italian · Polish · Dutch
- Level: Beginner
- Unlimited access forever
Adobe Illustrator
