Graphic designers must make a number of important choices in their everyday work, from selecting the right color scheme to incorporating eye-catching visuals. One aspect of design that is sometimes overlooked, however, is that of typography. In addition to ensuring that the message on the page (or screen) is accessible and readable, the right typography choice can also add personality and strengthen brand image.
For those times when designers want to leave a big impression through text, illustrative typography can do just that. With a solid understanding of what illustrative typography is, its role in visual communication, and some tried-and-true techniques for creative typography design, you can confidently use text to better connect and engage with your target audience.
What Is Illustrative Typography?
When many people think of graphic design, they tend to imagine elements like color choices and imagery. However, when you consider how typography can be incorporated to elevate designs to the next level, it’s easier to see the potential of using type as image.
Definition of Illustrative Typography
Typography in graphic design refers to the art of selecting fonts and arranging texts in a way that makes them clear, accessible, and readable to users. There’s a lot that goes into making typographical choices from a design perspective.
Illustrative typography, on the other hand, takes things a step further by stylizing words and letters to be even more inventive and creative. Also commonly referred to as expressive typography or decorative typography, illustrative typography centers on treating letters as physical shapes and seeing text/words as their own images. Through this blend of typography and illustration, graphic designers can leave a stronger impression on their audiences.
Historical Background and Evolution
From the first cave paintings dating back tens of thousands of years, it’s clear that humans have always been inventive when it comes to finding ways to communicate with one another. During the early days of language, Egyptians used hieroglyphics or symbols to represent words or ideas.
Fast forward to the invention of the printing press by Johannes Gutenberg in the 15th century, and some would argue that this was when typography really saw its start from a design perspective. During this time, typefaces grew more complex and decorative — and people began to experiment more with different typefaces.
Today, graphic designers have more tools at their disposal than ever before to merge typography and illustration in novel ways. Some designers, for example, will use lettering and illustration to create illustrated word art that conveys a message beyond the printed word.
The Role of Illustrative Typography in Visual Communication
Now that we have covered what illustrative typography entails, how does it fit in with the world of visual communication and graphic design?
Enhancing Brand Identity With Typographic Illustration
Consider the many ways in which illustrative typography can enhance a brand’s overall identity and image. When brands use typography creatively, messages are more clearly conveyed, and the audience is more readily able to recall the brand itself. In this sense, typographic illustration can have a major impact on a brand’s identity and its connection with an audience.
Communicating Emotion and Tone Through Typography
Illustrative or expressive typography can also be leveraged to evoke emotion from a target audience. The right use of typography, color and letterforms can be highly effective in communicating tone and emotion, as has been evidenced by research on letter shape and readers’ emotional experience.
Techniques for Creating Illustrative Typography
Interested in experimenting with illustrative typography? Here are a few creative typography ideas to try for yourself as a means of expressing ideas and capturing your audience’s attention.
Combining Letterforms With Imagery
One of the most effective techniques in illustrative typography is that of combining letterforms with imagery in unique and memorable ways. You can see examples of this daily on Google’s search engine home page, where the traditional Google logo is combined with other imagery to convey a message or celebrate a special event.
Experimenting With Colors and Textures
Playing with different colors and textures can also be a great way to develop your expressive typography skills. From experimenting with hue, saturation, and value to adding glossy or matte textures to your designs, you can showcase a brand’s personality and create something memorable.
Manipulating Type for Artistic Expression
Additionally, type can be changed and manipulated in numerous ways to create more eye-catching and memorable designs. Consider, for instance, pairing different fonts together to create an exciting new typeface or adding shadow effects to existing text as a means of making it stand out.
Common Applications of Illustrative Typography
If you look around, you’ll likely notice examples of illustrative typography just about everywhere — not just in branding and advertising messages but also in everyday contexts.
Illustrative Typography in Branding and Advertising
Most often, illustrative and expressive typography principles are applied in branding or advertising messages in order to convey an idea, captivate an audience and boost brand image. Examples of illustrative typography are visible on brand websites, blogs, social media and even print (such as posters and billboards).
Typography in Poster and Album Cover Art
Another space where you’ll often find examples of illustrative typography at play is in poster and album cover art. Musicians and other artists aim to capture the attention of their target audiences through the use of expressive typography elements, ranging from large and swoopy fonts to irregular letterforms and more.
Inspiring Examples of Illustrative Typography
To gain a better understanding of the power of mixed media typography, it can be helpful examine designers and works that have applied illustrative typography with success.
Notable Designers Pioneering Illustrative Typography
Explore some of the most noteworthy pioneers of illustrative typography below:
- Tre Seals is a Washington, D.C.-based designer who created Vocal Type, which crafts unique typefaces and works with a variety of nonprofits.
- Jessica Hische (USA) is a lettering artist in Oakland, California, who creates custom lettering illustrations for some of the biggest brands in the world.
- Alex Trochut (Spain/USA) is a self-proclaimed “digital creator” who regularly works in illustrative design with the belief that “typography is the tool best suited to crafting designs which coax out a brand’s true ethos.”
- Yuko Shimizu (Japan/USA) is an award-winning Japanese illustrator based in New York City who has won more than 15 medals from the Society of Illustrators.
- Lotta Nieminen (Finland/USA) is an illustrator based in New York City who is known for her creative illustrations.
Successful Use of Illustrative Typography in Digital Media
For some more specific examples of illustrative typography in action, consider these successful use cases:
- Google Doodles is a campaign that Google has been using since 1998 to celebrate global phenomena, special events and more by creatively altering the Google typeface logo on its search engine home page.
- The Spotify Wrapped Campaign underwent a major overhaul in 2023 to be more fluid, free-flowing and less restrictive in terms of its typography and design.
- Adobe’s “Creativity for All” Campaign aims to transcend barriers to creativity in a 60-second video that uses stunning visuals and images.
- Refinery29’s 29Rooms Installation and Social Media Campaign is a so-called “multi-sensory playground” that celebrates the power of creativity through typography, design, and more.
Tips for Getting Started With Illustrative Typography
Before you start experimenting with creative typography ideas for yourself, there are some essential tools and skills that are valuable to possess.
Essential Tools and Software
First, make sure you have access to the software you’ll need to manipulate fonts and designs. Aside from the Adobe Creative Suite, you may also want to explore such font and typography tools as FontStruct and Fontself.
Practicing Hand-Lettering and Sketching
Hand lettering and illustration are both key skills to have if you plan to get into expressive typography. Plenty of free resources online allow you to download and print worksheets for hand-lettering practice. As you hone the different aspects of hand-lettering, you’ll have an easier time understanding how to manipulate and use fonts to achieve your design goals.
The Future of Illustrative Typography
Illustrative typography has come a long way over the years — but what might the future hold for this dynamic area of design?
Trends in Illustrative Typography
Illustrative typography is experiencing a surge of creativity as designers push the boundaries of traditional type design. One notable trend is the increased use of handwritten fonts, which lend a personal, authentic feel to designs. These fonts are especially popular in branding and marketing, as they convey warmth and individuality, making them highly effective for connecting with audiences. According to a report by Adobe, the demand for unique, handcrafted fonts has risen significantly in the digital age, reflecting a broader desire for authenticity in design.
Another trend gaining traction is the use of geometric and distorted fonts. Designers are experimenting with bold shapes, asymmetry, and unconventional letterforms to create striking visual statements. These fonts are often used in digital and print media to add an edgy, futuristic touch or to break away from traditional typographic norms. The influence of modern art movements and advancements in digital design tools have made these experimental styles more accessible and widely adopted, marking an exciting shift in how typography is utilized to enhance storytelling and visual impact.
The Role of Technology in Expanding Creative Possibilities
Another trend worth noting is the creative use of artificial intelligence (AI) in graphic design and, more specifically, expressive typography. Generative AI platforms are making it easier than ever for designers to brainstorm and come up with creative ways to play with text and images. As this technology continues to improve, the potential applications for expressive typography are vast.
Learn More in an Illustrative Design Program
The ability to merge typography and design through illustrative or expressive typography is an advanced skill. However, with enough practice, experimentation and refinement of your techniques, you can use decorative typography to captivate audiences and enhance brand identity. If you would like to learn more about the principles of illustrative design and typography, consider the Bachelor of Fine Arts in Illustrative Design degree program at Rocky Mountain College of Art + Design. Offered both on campus and online, this program covers topics that range from typography and layout design, to industry-based software, and much more. Request more information about this program today, or begin filling out your online application for admission.
