Typesetting and Branding

Ever notice how some text looks much more appealing than others, even though the content is the same? Well, chances are the text you liked better had some typesetting work done on it to make it look better. Typesetting is the process where the size, weight, alignment, spacing and other aspects of text are modified to make the entire block of text more readable and attractive.

Nowadays, there are several software options you can use for typesetting text and make it more personalised to your needs. Some of the software such as Groff, Troff, LaTeX, Lout and Scribus can be downloaded for free while some of the more premium software such as Adobe InDesign have to be purchased.

Whichever software you decide to use; there’s no question that typesetting is important on some level for every company. It is a subtle way of distinguishing your company from others, but beyond the distinctions you have to remember that everything you choose to show the world is representing you visually and conveying a message about everything you offer or stand for. Whether you want them to or not, potential customers and business partners (as well as everyone else) are going to be making a judgement about your company whenever they see a piece of your visual marketing or branding. Your typesetting choices, and everything else about your graphic design, has to be saying the right things if you want it to be successful.

Once you find a typeset that works for you, based on whatever you need to say about your overall brand, you can use it in books, letter heads, brochures and even web design to create a uniform brand for your company. Your signature typeface and every aspect of it can become synonymous with your brand eventually, and this can be an easy way to unify all your visual branding efforts.