Going with the obvious first, the use of a proprietary font or font family throughout visual communications of a league, team or marque event builds brand continuity and underscores the strength of the core branding. Custom font sets used to be exclusive to behemoth brands such as AT&T, the New York Times and Apple, but “brands” of all sizes–especially in the sports industry– can benefit.
2. Cost Savings.
Not so obvious is the bottom line.
With all of the messaging that gets generated by a team or league on a regular basis–either by outside agencies or in-house creative departments–the use of a signature type font simplifies every design task. Rather than “blue-skying” every new assignment, a custom font effectively builds-in branding whether for print, environmental graphics, web, digital or broadcast.
3. Speed to Market.
The efficiency of creative is regularly tested by increasingly tight deadlines that come from marketing, sponsorship and a host of stakeholders. Having the custom font as a go-to branding tool allows for quick solutions that are on brand strategy.
More than just continuity, the larger impression of a brand tells us a lot about how things work in the front office. The coordination in communications suggests strong leadership throughout the organization.
5. It’s Competitive.
A strong sense of branding communicates focus and competitiveness.
For an impressive example of a franchise that has skillfully used a proprietary custom true font, Google any images about the Toronto Blue Jays, Rogers Centre or visit their website. Or, click through to our "Work" tab and see the "Custom Fonts as Branding Tools" page.