Typographic Strategies for Reflecting a Brand's Personality Across Different Industrial Sectors (English version)

The objective of this article is to explore how typographic strategies can reflect a brand's personality across different industrial sectors through a literature review and qualitative analysis. The research highlights the crucial role of typography in creating a strong and coherent visual identity. It analyzes the use of typefaces in sectors such as finance, technology, food, and fashion, identifying key characteristics in typeface selection for each sector. The findings reveal that in the financial sector, sans serif typefaces dominate due to their simplicity and professionalism, while in the technology sector, they are appreciated for their modernity and readability. In the food sector, typography evokes sensations: script fonts convey freshness and approachability, while sans serif fonts generate perceptions of acidity or sweetness depending on their terminals. In the fashion sector, both serif and sans serif fonts aim to project an image of elegance and exclusivity. The research will conclude that effective typographic management, based on both technical and emotional principles, is essential for achieving a strong and competitive visual identity. Spanish version: https://nawi.espol.edu.ec/index.php/nawi/article/view/1147/1158