ETBWS 2025: Choosing the right typeface for your brand
has long played a quiet but critical role in shaping
brand identity
. It helps establish recall and recognition, often more effectively than other design elements. There's a psychological depth to how fonts influence perception.
Yet, picking the right font for a brand is no straightforward task. With half a million fonts available, brands often find themselves overwhelmed by options. Now, AI is stepping in, streamlining how brands discover, license, share, and manage fonts with greater clarity and control.
At the 7th edition of the
Brand World Summit
, organised by ETBrandEquity, Neeraj Gulati, chief AI officer, Monotype, highlighted that the paradox of choice in typography can be addressed through AI.
'You have to train AI systems on neurological signals and contextual data to make the right
font selection
, whether it's for a brand, a seasonal campaign, or a sub-brand. AI can help marketers identify which fonts leave a lasting impression on their customers and decode which typefaces evoke specific emotional responses across different demographics, whether it's trust, joy, or a touch of quirkiness,' Gulati noted.
The need is for a single platform that addresses all these use cases. With thousands of fonts scattered across teams and touchpoints, maintaining consistency becomes a logistical and creative challenge. A unified platform can help brands not only manage their typefaces efficiently but also ensure that every font choice aligns with the brand's emotional and strategic intent.
Further addressing the challenges of font selection, Gulati pointed out a significant gap in the availability of
Indian language typefaces
.
'In scripts like Devanagari or Malayalam, there simply aren't enough typefaces because we haven't fully digitised our heritage of the written word. While there is a vast repository of assets in English, regional typography remains underdeveloped,' Gulati resolved.
The need is for a platform that not only helps regional brands navigate the paradox of choice but also supports regional expression and ensures inclusivity in brand communication across India's diverse linguistic landscape.
As brands aim to become more authentic, inclusive, and emotionally resonant, every visual element, including typography, must be relatable. In a world where cultural nuance and digital efficiency are paramount, fonts are no longer mere design choices. The challenge lies in navigating an overwhelming landscape of options, a challenge AI is uniquely positioned to solve.
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