How do you convey to your customers that yours is a company that cares? International typeface company Monotype thinks it has the answer – with a font.

Monotype, and global branding firm Lippincott, worked together on a brief from Southwestern Airlines to develop a custom typeface and new brand identity. Southwestern was keen to convey the idea of “a maverick spirit and a passion for serving others”, and how better to do this than to somehow capture the essence of its warm, hospitable employees?

As well as new heart-shaped logo, and the motto, “without a heart, it’s just a machine”, Southwestern Airlines now has its own typeface, Southwestern Sans. According to Monotype, each character has been uniquely shaped to portray “personality, voice, and visual identity”.

Inspired by the project, Lippincott’s Senior Partner Rodney Abbott has curated a collection of typefaces with “charming quirks” called the Brands with Heart collection, which he believes will be used to create more “humanistic brands”.

He said: “In recent years, consumers have grown generally distrustful of institutions who communicate by declaring, preaching or selling. This cultural shift has caused brands to embrace their human side by listening to consumers, being more real and open and conveying their message in ways that are simple and honest.”

What do you think of this concept? Do you think that the right font can make us trust or believe more in a brand?

About the Author:

Although her primary niche is in scientific writing and editing, freelance writer Lisa Martin is also a creative type with an eye for design. She regularly works alongside graphic designers and as such has a keen interest in the development of logos and branding.