Terrance Weinzierl recently wrote an article for Creative Bloq entitled ‘From McDonald’s to Kellogg’s: Why are so many brands ditching their logo?’. The article investigates the link between typography and brand recognition, highlighting examples from a range of campaigns.
First, Weinzierl begins by looking at a recent advertising campaign from Kellogg’s:
Kellogg’s recent See You in the Morning campaign has sparked a lively debate: is it a masterstroke or a brand mishap? For me, it’s the former. It exudes confidence, stripping the brand promise back to the essentials—their iconic script wordmark and a tagline that owns the morning.
Although the Kellogg’s logo is still evident in the right-hand corner of this ad, it’s the typography that is doing the heavy lifting. The bold wordplay here taps into a relationship between the brand and the consumer that has been established over many years.
Weinzierl posits that this is an example of how having ‘one of the best logos’ could be becoming ‘less important than wielding a strong typeface’. He acknowledges that, when it comes to branding, evolution is the key to longevity.
The trick is to evolve without abandoning the elements consumers have come to know and love.
Weinzierl notes that millennial and Gen Z consumers often prefer ‘pared back, clean and authentic design’ – leading many brands to adopt a more ‘bland’ identity that leaves behind the familiar elements that have cultivated affinity and recognition with loyal customers. It’s important to strike a balance between nostalgic and fresh.
Coca-Cola, for instance, has managed to stay fresh while maintaining its core identity and iconic script word mark for over a century. The lesson? Adapt or fade away.
According to Weinzierl, we are now entering a new era where brands are moving away from logos and towards typography:
We’re entering a golden age of typography, where fonts are not just a design element but a defining aspect of brand identity for large and small organisations alike. 83% of designers and creatives say that typography is one of the top three critical components in design decisions when working on a design project.
At Novagram, we agree that typography is an essential brand element. Whether we’re designing a new website, working on a brand re-fresh, or building a new brand from scratch, we understand the importance of typographic personality. We are experts in this area, and understand exactly how the use of typography can help to reinforce loyalty and brand recognition. If your next project requires a typography masterstroke, get in touch.
Weinzierl goes on to say that typography is ‘a brand’s visual tone of voice’.
Big names like McDonald’s, British Airways and easyJet have recently relied on typography—not their logo—to carry their identity in bold campaigns. A strong typeface can be as recognisable as any logo. Dropping the logo and leaning into the brand’s type in a campaign is like someone recognising your voice when you call, before you’ve even said your name. It shows you’re close—a sign of true brand confidence, conveying emotion, authenticity, and values, all at a single glance.
These examples show how colour and type can work together to convey a familiar identity.
Weinzierl believes that abstract logos are ambiguous and abstract, while typography is distinct and immediate.
The rise of typography-led branding also aligns with the digital-first era. With millennials and Gen Z’s interacting with brands largely via social media and apps, a brand’s first touchpoint with consumers is now more likely to be via a screen than on packaging or in-store displays. First impressions matter and for many brands, type becomes their primary ambassador!
However, balance remains key. Weinzierl emphasises that physical brand experiences are still important and valuable.
Just as vinyl records and handcrafted goods have enjoyed a resurgence, tangible brand assets such as packaging and signage retain their power.
Typography that truly works must be carefully crafted. Weinzierl writes:
The more constraints and values that are established, the easier it is to select or design a typeface that fits with a brand’s personality. Is it human-centered or technical? Fast or luxurious? Each answer narrows the field, ensuring that the typography authentically reflects the brand.
Brands that are able to achieve ‘icon’ status often use typefaces that have built cultural resonance over time, through consistent usage.
McDonald’s type looks playful and friendly, reflecting its affordability and mass appeal. Kellogg’s script looks lovingly created in a kitchen, hand-made and comforting, reinforcing its nostalgic breakfast connection. Coca-Cola’s cursive typography is both elegant and timeless, almost a fashion statement. So, what makes these typefaces iconic? Emotion, loyalty, and generational recognition.
Some brands opt for custom typography to achieve true uniqueness, allowing them to truly ‘own’ a typeface that is truly recognisable. Type is often one of the first things that a person sees when they encounter a brand, and it plays a vital role in triggering the right kinds of associations in the minds of consumers. A custom typeface can make this association even more powerful.
Leaning into custom typefaces has given Kellogg’s an ownable typographic look, and this campaign puts it front and center, as the most valuable brand asset they have.
However, Weinzierl warns that ‘brand status isn’t permanent’.
Once-mighty brands like Kodak and BlackBerry serve as cautionary tales. Even the most recognisable typography won’t save a brand that fails to innovate and stay relevant.
Weinzierl believes that this shift towards typography-led branding is a strategic move that will ‘continue to shape the future of design’. He writes:
In millennial and Gen Z focused industries like fintech and SaaS, where concepts can be abstract, typography provides clarity and instant recognition. Meanwhile, legacy brands like Kellogg’s prove that when done right, a well-crafted typeface can be just as powerful—if not more so—than the logo itself.
In closing, Weinzierl writes:
As branding evolves, one thing is clear: typography isn’t just a design choice. It’s a bridge that connects message to user and a powerful statement in brand confidence, authenticity, and identity.
At Novagram, we create branding work that stands up to scrutiny whilst standing the test of time, while leaving room for evolution. Contact us for your next project.
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