In Spiekermann's article, he identifies three methods that a corporation can apply to typography in order to create a distinct identity. What are these three methods? Give examples and note any advantages/disadvantages that might relate to them.
Three methods:
The first method mentioned in Spiekermann’s article is designing a typeface from scratch.
Some advantages and disadvantages of designing a typeface from scratch are:
A: Unique and Original
A: Can be a cheaper alternative to buying licences of existing faces.
D: Difficult to find talented designers
D: Can be a risky move for companies
The second method mentioned is to occupy and dominate an existing one.
An example of a company dominating an existing typeface is Marlboro. Marlboro dominate the typeface Neo Contact so much that people often believe it is their own typeface, which is not the case.
An advantage to dominating an existing typeface is that the design is already made; you simply need to adapt it to suit your corpotation which is a lot easier than creating a typeface from scratch.
The final method mentioned is to adapt an existing design.
An example of corporations adapting an existing typeface is Deutsch Telekom and BMW who both altered the Helvetica typeface enough to avoid paying for the full license of the real thing. Volkswagen also added Utopia to Futura when redesigning their typeface in 1995. Another corporation that has adapting an existing typeface is Audi. Audi repositioned itself as a premium brand by adapting the faces Univers and Times New Roman.
An advantage of adapting an existing face is that you can rename the typeface; e.g. Audi renamed their interpretation of Univers to “Audi Sans”
