Language Coverage in Brands: Effectiveness, Consistency and Identity

A typeface with broad language coverage aids in establishing products and brands in global markets. It fosters brand coherence without barriers, maintaining its identifying elements in the countries where it operates.

Language coverage refers to a typeface’s capacity to support the necessary characters in different languages. For instance, some languages require specific glyphs, such as the letter “ñ” in Spanish. If a typeface cannot display these characters correctly, it can negatively affect brand perception and communication processes.

In the era of globalization and international business expansion, having a typeface that can be used in multiple languages is crucial. Its proper selection ensures the brand’s consistent representation across various countries, achieving effective communication in all languages and enhancing its impact on the target audience.

The choice of a corporate typeface should consider its linguistic coverage and align it with the company’s identity and global projection.

Language coverage guarantees a solid and coherent visual corporate identity. Maintaining a typeface with the same visual characteristics across different languages increases the perceived value of the brand, reinforcing consumer trust.

Using different typefaces for each alphabet hampers part of the brand expansion processes. It complicates document creation and exportation, as well as license acquisition, potentially leading to unnecessary expenses.

Another significant benefit of using typefaces with high language coverage is time and cost savings.

Companies are increasingly aware of the importance of language coverage in these processes. In recent years, major brands have made a greater investment in customized typefaces to ensure adequate language coverage. Let’s look at some examples:

1.Vivo

In 2019, Vivo expanded the language coverage of its corporate typeface, Vivo Type, to support a total of five scripts: Arabic, Chinese, Cyrillic, Greek, and Latin. This linguistic expansion demonstrates the combination of technology and human care, aiding the global brand in connecting people.

Tipografía corporativa Vivo
Project handled by TypeTogheter


2. Nike

The Futura typeface is one of Nike’s most powerful hallmarks, serving as its corporate typeface since the brand’s inception. In 2021, its character set was expanded to cover Chinese, achieving the unification of the brand’s visual identity.

Comparativa de la Futura Nike en latino y chino
Project managed by Monotype. Futura is a registered trademark of Bauer Types S.L. Cover image: J. Cutfourth


3. Geely

The automotive giant Geely opts for customized typefaces to meet its language needs, application areas, and brand values reflection. Its corporate typeface covers both the Latin and Chinese alphabets.

Ejemplos de aplicación de la tipografía corporativa Geely
Project handled by TypeTogether


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