Understanding Role of Fonts in Linking Brand Identity to Brand Perception

Abstract

This study aimed to examine role of fonts as a vehicle in linking identity to perception of selected brands. Fonts are crucial constituent in the entire gamut of visual communication of brands. They communicate a brands' identity through two means: explicit and implicit. Explicit aspect consists of physical dimensions such as weight, contrast, stress, x-height etc. Implicit aspect implies semiotics exuded by fonts formed at sub-conscious level and vary with change in identity a brand intends to communicate. The examination of symbiotic relationship connecting specific dimensions of font evaluated on basis of their ability to make text more readable and attractive with specific semiotics and how does such association vary with brand identity was the main focus of this study. This was achieved by conducting two experiments. Secondly, influence of explicit and implicit means of communication on linking identity with perception was examined through mediation analysis. Results showed direct effect of explicit aspect to be significantly reduced with inclusion of semiotic impact emphasizing importance of their congruency. Such inference is important in logo design, as it indicated that a brand communicating a message should use font with specific dimensions reflecting particular semiotics so as to influence customers' perception of brand favourably.

Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market

“…Semiotics analysis helps in improving the brand messaging through systematic, secure and culturally perceptive cues (Lawes, 2020). A recent study (Singla and Sharma, 2021) explored the role of fonts in linking identity to the perception of selected brands. Different colours depict different meanings (Kauppinen-Räisänen and Jauffret, 2018).…”

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

“…Besides patients, hospitals interact with media companies and provide them with highquality healthcare content (Mheidly & Fares, 2020). This content must be consistent with the hospital's mission statement (Singla & Sharma, 2021) and adapted to each media company's information needs (Merminod & Benaroyo, 2021). According to our results, all American hospitals managed an online newsroom.…”

Branding countries through multicultural events: a quantitative analysis of the impact of the FIFA World Cup 2022 on Qatar’s brand

“…Brand management activities that promote brand affective attitudes are crucial to helping people feel a strong resonance with the brand (Lithopoulos et al, 2021). To do that, organizations highlight their mission statement as a main branding element (Singla and Sharma, 2021), find emotional connections between the brand and its different stakeholders (Zhang et al, 2021), and implement various activities to reinforce the brand's credibility and this way influence stakeholders' perceptions about the organization (Reitsamer and Brunner-Sperdin, 2021). According to our results, French journalists made many references to Qatar's history (59), especially if we compare with journalists from the United States ( 23), United Kingdom (13), Germany (6), or China (0).…”