21. Type and Meaning
Whenever typography plays an important role in a brand identity, we can assume that the brand is appealing to a reader—someone who appreciates prose, or at least a good headline. As with imagery, typography usually suggests an alternate meaning or cultural context for a brand identity. Typestyles always carry their own history, which often shades the meaning of what is being written. A typestyle that references classic print ads from the 1950s pushes a brand identity in a very different direction than one inspired by graffiti tags on New York City subway trains from the 1980s.