The Impact of Typography & Colour on Brands

As individuals, we are subconsciously influenced by typography and colour. In having a deep understanding of how typography and colour influence individuals and cultures we at Liven Creative can harness this knowledge to create highly effective brand identities for our clients.

The importance of typography

If you want to find out more about the importance of typography, a great book to read is ‘Why Fonts Matter’ by Sarah Hyndman. Sarah provides a range of typographic insights into typographic personalities and how fonts can change the taste of food.

Different cultures react in different ways to the font-colour relationship and Amazon understands this completely. Their Kindle product gives the user the option to change fonts to suit personal preference. This gives users the opportunity to feel comfortable and to improve the overall user experience.

When creating brand identities at Liven Creative, we take a similar approach. Researching and thoroughly understanding how your target audience engages with typography on a daily basis helps us to make sound commercial decisions with regards to creating an effective and engaging brand identity.

The impact of colour

Today the impact and strategic importance of colour used by brands is well documented. Different colours emit different emotions to an individual, as well as culturally and in turn prompt both positive and negative responses.

Colour has the ability to make us feel angry, happy, calm and even hungry.So what colour should you consider when creating a brand identity within Europe?

Colours have both positive (P) and negative (N) emotional associations. To find the perfect colour for your brand identity a good place to start is by considering what is the primary emotion(s) you want to communicate.


P – Strength, Warmth, Excitement

N – Defiance, Aggression, Strain



P – Intellect, Communication, Trust, Efficiency, Logic, Coolness, Calm

N – Coldness, Unfriendly, Lack of emotion



P – Optimism, Confidence, Creativity, Friendliness

N – Fear, Depression, Anxiety



P – Harmony, Balance, Environmental, Peace

N – Stagnation, Blandness



P – Vision, Luxury, Quality, Royalty

N – Introversion, Decadence, Inferiority



P – Physical comfort, Food, Warmth, Passion, Fun

N – Immaturity, Deprivation



P – Sophistication, Security, Substance, Efficiency

N – Coldness, Heaviness, Menace


Leading brands use typography and colour successfully and consistenly so that their brand can be recognised without content. To demonstrate this and just for fun we have replicated some famous brands using their typographic styling and colours but showing instead Liven Creative. Can you guess whom each one belongs to? Answers at the bottom of the blog and no cheating!


ATypography Liven Creative Quinten Tarantino


Typography Liven Creative Waitrose

CTypography Liven Creative Coca Cola

DLiven Creative Typography Google




The combination of typography and colour is the foundations for any brand. The examples above demonstrate not only the importance of typography and colour within brands but also when used consistently over time, enables brands to remain in our subconscious, recognisable, even when not shown in their entirety.


Brand Services Surrey

Liven Creative is an integrated Creative agency based in Surrey. Our services include brand creation, brand development, brand positioning, brand naming, brand identities, brand straplines and brand guidelines. Have a branding project inmind, get in contact today on 01483 331250 or



A = Quinten Tarantino
B = Waitrose
C = Coca Cola
B = Google

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James Glass

An accomplished brand expert, I believe passionately in the integral role that effective design can play in solving business challenges. My approach when working with clients centres predominantly on strategic account planning and direction: listening, distilling critical information and providing innovative and commercially viable solutions which represent a client’s core values and unique strengths to ultimately address the challenges they face.