Typographic branding: trends, case studies, workshop
No type, no brand. Whether digital or analog, on large screens or small interfaces: typography is more than ever a central design tool today—strategic, visual, and functional. It creates recognizability, conveys attitude, and enables consistent communication across all channels. Yet type is far more than style or personal taste. It must be quickly legible, work across all media—from smartphones to large-scale formats—and be accessible and usable across platforms. Anyone working with type in brand communication is not only making design decisions, but also technical, legal, and strategic ones—with long-term impact on the brand. That’s what you’ll learn in “Typographic Branding.” What you’ll learn in the webinar In the webinar with Henning Skibbe, you’ll gain the tools to approach type selection and type development consciously and with a future-oriented mindset—keeping an eye on both the details and the bigger picture. Henning Skibbe is one of the most renowned type designers in the German-speaking world. He has developed corporate fonts for brands such as Lamborghini, Süddeutsche Zeitung, OTTO, and Vorwerk, and advises companies on typographic matters—from concept to implementation. In this intensive one-day workshop, he shares hands-on experience, provides insights into successful branding processes, and shows what really matters when choosing or developing a brand typeface. You’ll also learn how new technologies such as variable fonts and AI are transforming typographic design—and how to respond to these changes. You’ll get answers to questions such as:
--> How does typography strengthen brand identity? --> What criteria are important when selecting or developing a corporate font? --> What does a good custom-font process require, and when is a proprietary typeface worth it? --> How can you argue convincingly with typography—for example toward clients or in pitches? --> What should you consider regarding licenses to ensure long-term, secure use of typefaces? --> Which trends and technologies are shaping the typography of tomorrow?
Who is this webinar for? For designers, creative directors, brand managers, and anyone who uses typography strategically in brand communication—across design, marketing, and consulting. To ensure a pleasant learning atmosphere, participation is limited to 20 people.
WEBINAR AGENDA
1 Intro
- The role of typography in branding - What defines the character of a typeface? - Criteria for choosing the right typeface - Accessibility and typography 2 Corporate fonts in all their facets - Concept: brand strategy and typography - Designers, clients, type designers—the collaborative development process - When do custom fonts make sense? When don’t they? - How to create expressive typography - Best practices and project insights - Exercise: arguing on equal footing
3 Type trends & microtrends
- Where is type design heading? - How useful are Google Fonts and Adobe Fonts? - AI and type: an introduction
4 The type market and licensing
- How the provider landscape is structured - Everything about old and new licensing models - What matters in license agreements
5 The potential of variable fonts
- How variable fonts are changing typography - Deep dive: how variable fonts are built and what the format offers - Where and how they create value - Examples: visionary, experimental, and practical All prices quoted are net prices plus the applicable statutory sales tax.
