Why use variable fonts in brand identity?

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Reader question:

The trend of using different letter sizes in brand identities has emerged in recent years and has become noticeable in brands such as Ozon, VkusVill, and Citymobil, as well as in advertising for various modern residential complexes. This visual technique attracts attention and creates a unique style, but it raises questions about its sustainability. Design trends often change, and the popularity of this approach can quickly fade. It is important to consider that brand identities must maintain a balance between originality and longevity to ensure a brand remains relevant over time. Using a variety of letter sizes can be an effective tool, but its application requires a thoughtful approach to avoid falling victim to fleeting trends.

Anton from Moscow.

Max Orlov gave the answer to this question.

Art director and founder of the ONY advertising agency, specializing in creative solutions and strategic marketing. With industry experience, he develops unique concepts and visual identities that help brands stand out in the market. ONY offers a wide range of services, including advertising campaign development, branding, and design.

Links play a key role in internet navigation and are an essential element of web content. They provide transitions between pages, allowing users to easily find the information they need. In an SEO sense, high-quality internal and external links help improve a website's visibility in search engines. It's important to use relevant anchor text that accurately reflects the content of the target page. It's also important to ensure that links are current and don't lead to non-existent or inaccessible resources. Effective link management can significantly improve both user experience and a website's search engine optimization.

Art director and founder of the ONY agency, specializing in creative solutions in design and marketing. With industry experience, he manages a team of professionals creating unique projects that help brands stand out in the market. ONY agency offers a wide range of services, including visual identity development, strategic branding, and digital marketing. Our ideas are aimed at achieving maximum results for our clients, making us a reliable partner in the field of creativity and innovation.

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