A logo is no longer a static mark on a business card.
It doesn’t just live on a website header or an Instagram profile.
In 2025, a brand’s identity is an experience, and the typeface you choose is its first word.
Branding has stopped being about decoration and started being about movement, emotion, and interaction. The brands that get this right don’t just get remembered—they get felt.
Take typography. Most people think of fonts as boring, inert things—Arial, Helvetica, Times New Roman. But type can be the unsung hero of brand personality. It can signal authority, playfulness, intimacy, or innovation before a single sentence is read.
Look at our work for Motability: its clean, geometric typeface tells you this is a modern, approachable, and flexible brand. The letters themselves move through your mind, shaping the way you hear the brand’s voice. And the logo rolls on like a wheel. It says all you need to know, this is a brand that is about getting you mobile.
Custom typefaces are great strategic weapons. They anchor identity, make campaigns recognisable, and carry brand tone across touchpoints. Like the branding we did for King’s Cross, CoOp & Primark. All custom typefaces do great things, but at their core they provide a fingerprint for the brand that others will find hard to copy.
Motion, sound, AR, interactive elements—all of these turn a logo from a picture into a moment. Imagine the Nike swoosh not just sitting on a shoe box but animating as you open the app, pulsing subtly when you hit milestones. Or a magazine masthead that shifts shape depending on how you tilt the tablet.
The best brands are thinking of every interaction as a micro-performance, typography can be the lead actor. A letter can stretch, rotate, or change weight to create rhythm and emphasis. Suddenly, the brand isn’t just read—it’s experienced.
Experiential branding without strategic grounding is noise. Every animation, every responsive logo, every kinetic typeface needs to serve a purpose: memorability, recognition, or emotional connection. Look at Google’s Material You: the dynamic, personalised typography across apps isn’t just pretty—it reinforces brand trust and cohesion. Every movement, every curve, communicates intentionality.
Designers must stop thinking in terms of static assets. The brief is no longer “make a logo” but “create a system that lives, breathes, and responds.” Typography becomes a flexible, expressive tool; motion becomes a vocabulary; every interaction becomes a signature. Brands that embrace this don’t just show up—they create moments worth remembering.
A logo without motion is a story without voice. Type that doesn’t move, stretch, or react is a brand that won’t be heard. The future is experiential, kinetic, interactive, and visceral.
If you’re not designing for the moment the audience touches, swipes, or tilts, you’re designing for irrelevance. Experiential design isn’t optional—it is essential. Get it right, and the brand doesn’t just exist. It resonates.