Letterforms developed as an alternative to spoken word. pictograms/ icons to the alphabet. Hieroglyphics are frozen. The Book of Kells is ornate as old copies were all hand copies and drawn. More effort put into each copy. With the invention of the printing press - communication became more accessible. This led to decorative elements being lost.
A Typeface is a family like Helvetica
The Font: Bold Helvetica.
This is an Informative typeface.
Decorative and ornate:
Compared to modern day books:
Each of these have different purposes/ functions that meet/ met the needs and expectations of people of the time.
Each typeface fits a different context/ brand values. Comic sans for a comic and NOT for a bank because a bank deals with serious things like money and how people survive day to day. Typography communicates a message when the originator is not present. Typography is used to create a tone for your brand/ a tone of voice and using the correct typeface is the easiest way to convey tone.
When Designing a Branding Identity consider these questions:
What is the font saying?
What typeface fits my brand?