CorporateType

Typography and aesthetics are inseparable. The look of a typeface, its style and weight, give a text its character, just as a voice gives the spoken word its tone. Typography too ranges from a whisper to an hysterical scream. Achieving the right tone is critical both to emphasising content and conveying brand differentiation, and it requires great typographic skill. In many respects the explosion of digital media has added to the imperative here because the Internet, at the end of the day, is a text-based medium. Reading and writing remains the basic form of communication and typography is its voice.

The choice of corporate typeface is guided by aesthetics: look, feel, balance and, increasingly, how unique and
recognisable it is. And for corporate communications, legibility is a very high priority. Typographers therefore need to fulfil opposing demands in creating typefaces for a myriad of applications.

Linotype’s 110-year-old heritage encompasses type design for hot metal composition, photosetting and
digital computer setting. Our expertise is applied from the first draft of a new font’s design through to its realisation
as a piece of the software. Digitisation, layout, hinting and distribution as a font file are achieved with the highest typographic and technical quality. Special solutions such as individual character sets, custom character spacing and
size, or the development of new characters for another language present no difficulties. Creative new works, from single weights to entire typeface families, have always been part of our repertoire.


Over 1,900 Linotype fonts include their own individually designed Euro symbol.


The new Linotype Compatil font system is an excellent example of the application of our expertise. This unique system comprises four different type styles that within their equivalent weights are entirely interchangeable. Together with new numerals in both upper and lower case weights, Linotype Compatil is a perfect font for many applications, but particularly for corporate financial information where a high degree of legibility is vital but where varied text emphasis is required throughout.

As well as one of the world’s largest collections of quality typefaces, Linotype offers all the services necessary to tailor these fonts to the needs of a typography-conscious corporation.

CorporateType and aesthetics:
Haute Couture: a choice of over 5,200 fonts from Linotype
High-quality design: eg. individually designed Euro symbols
Tailor-made: conception and implementation of exclusive fonts
Individual: fonts with company-specific special characters and logos
Professional: expert fonts with special characters
Authentic: true small caps and italics
Distribution: corporate design guidelines as well as all tools and fonts on CD or over the Internet
Compatible: development of fonts with compatible character spacing for harmonious typeface combinations.


For typographic connoisseurs: the Linotype Platinum Collection offers modern classics like Linotype Frutiger Next as well as innovations like Linotype Compatil