Calligraphy is an age-old art form that has been utilized as art in itself, in letterheads of official scrolls and letters by royals and nobles (during the Victorian Era) and more recently in branding and image building. Contemporary use of calligraphy features the use of this form of art, utilizing modern designs and incorporating other forms of visual art in advertising and branding efforts.
This is a marked departure of what calligraphy used to be in years past. New versions of calligraphy, especially those used in branding are designed to be very easy to decipher and to understand at first glance. Traditionally, calligraphy has entailed an aura of mystery and suspense. Writings that implemented calligraphy always had underlying text that were difficult to understand, requiring intensive study to understand them.
This is not to say that contemporary calligraphy used in branding and advertisement is easy and a watered-down form calligraphy. NO! It still bears the same complexity as art but instead has negated the use of hidden words or images. In this regard, having an expert caligraphy designer do it for you is the best choice a brand manager or even a business manager can do. After all, it is still an art form!
Uses Of Calligraphy In Branding
Creating Business Logos
One of the most familiar elements of branding that utilize calligraphy is the creation of logos. Companies logos that entail letters as the main design element of the logo can choose to incorporate calligraphy in designing and making of their logos.
Thus, such companies are able to create easily recognizable logos that are not only unique but more importantly easy to associate with the company brand.
Creating Marketing Campaign Content
Whenever a company wants to conduct a marketing campaign, the visual content, be it print or web content requires a touch of finesse that is appealing to the target audience. Implementing calligraphy is one of the few ways to achieve this while at the same time departing from the somewhat italicized or block lettering.
Many brand managers have over the years have fallen in love with calligraphy due to possibilities it offers in terms of creativity. However, every expert brand manager will confess that it takes the hands and skills of an experienced caligraphy designer to implement calligraphy in perfection.