Branding With Type

by Stefan Rogener

1995 ADOBE PRESS SOFTCOVER

Genres: Design

120 pages, Paperback

First published December 1, 1995

Reviews

[Kate · Rating 4 out of 5]

Last night I picked up this book and flipped to the middle, read to the end, then started from the beginning until I finished it. Fascinating! I learned that almost all cosmetics marketing uses versions of the same font (Optima), but that Nivea created their own fonts - Nivea and Cream - which doubtless contributed greatly to their international success. PC companies tend to advertise with fonts close to the one Apple uses, suggesting deference to a greater product -- not a good advertising strategy.