Hello Steemians readers, Long is the time when truly thought that would be able to pay for my Post Graduation expenses from @steemit posts rewards, just to realize that posting interesting, good quality posts everyday is not possible however busy you are or not. At this time of the so called ***crypto crash*** it is interesting to remind you about the little high value (around US$ 6.00 ) by mid November 2017 euphoria when blind enthusiasts were posting that @steemit would reach $20.00 to realize that @steemit share does not cross the $3.00 - $4.00 threshold value. Since writing is an enjoyment ( I have been doing it since the first social media release when the idea of receiving any reward for doing it was out of the question) to get few cents for doing it, is still fine ( I know the whales are making thousands still) but it would be the subject of another post. ## **Rewards value apart, let me take you to the subject of this post.** ## It is everywhere. People find it interesting, but mostly don't have a clue about the work and history behind what is read, the sign-age is all around us - letters, the alphabet, words in itself - the art of typography. The design of typography sometimes is sufficient to become business visual identity. Although visual identity is a brand issue on it's own, this post isn't about brand design as a whole subject, but rather about typography when it becomes a brand. ![Coca Cola.png](https://steemitimages.com/DQmXjTv2kskvFjz3doYNwFz8by6ouZxg2uyhzmuGjewXR5T/Coca%20Cola.png) Who does not know the most successful dark sparkling drinking that's around us since 1886? The drink that is a real concern for environmentalists about the amount of water waste towards its production, the beverage famous and most successful trademark has been designed with the assumption that the name Coca-Cola and *it's two Cs would look well in advertising.* Frank M Robinson experiments with writing the company’s name in Spencerian script typography – a popular writing style at the time. ![Esso.png](https://steemitimages.com/DQmenbpFjnkPC37V8xjfiirRTXCpD5yGbv16eE4gmAFNqUR/Esso.png) What about this one? The Giant petroleum/gasoline brand, the dominate Petrol Station Sign which like a outdoor itself impose it's name to all of vehicles drivers driving through. The brand success has been around everywhere, I mean globally. The well designed visual brand identity applies the *Sans Serif* typeface in the original Esso Gasoline logo and it is indeed the example of a typeface success. ![London Underground.jpg](https://steemitimages.com/DQmYEc8BPwPTCht3C7ocsUHf7vWkc1yXoa999ykScn5LyV3/London%20Underground.jpg) Whoever travel to London and payed for the public transport underground service, did see the well, exclusively designed London Underground brand identity. The original font, was introduced in 1916 by calligrapher (the profession before typography) Edward Johnston, and the typeface received the name of the creator itself - *Johnston100.* Another clear *'right in your face'* example of a brand visual identity success. ![ford.jpg](https://steemitimages.com/DQmeHUEif2NoDyv8HwaWaSD6bxQFAGEgNRY8GAyHVnkAnAs/ford.jpg) Designed in 1903, few years after Coca Cola brand typeface design success, the Ford logo in a similar typeface approach became one of the most classic and recognized logos in the world. Although the logo has undergone minor changes since it's first design, the oval shape, the basic color and the writing have been consistent throughout the decades. What about you. Have you ever drive a Ford? ![Walt Disney.jpg](https://steemitimages.com/DQmTQvrDsKBQ8a1ket7Z91JnB9EWsvF6M9c8WkrjvTDTeCy/Walt%20Disney.jpg) One of the most successful brand identity it is the only brand which is not a font typeface, but a custom word mark. Walt Disney brand is actually Walt Disney himself signature. Far more than a genius, Walt Disney could as Edward Johnston, be considered also (probably by accident) a calligrapher. It was within time that Walt Disney signature itself has been adapted and assimilated by typographers to become a typeface font such as Walt Disney Script v4.1, a typeface font designed by Robert Johnson. ![Calvin-Klein-Logo.jpg](https://steemitimages.com/DQmZyCfPB14jGH39849LBinrozNUHiNBR9yNLyy6T4GGynh/Calvin-Klein-Logo.jpg) What about you? Have you ever wear a Calvin Klein? The famous fashion house brand, began its activities in the late 60's founded by American fashion designer Calvin Klein. The brand identity become a worldwide success, from USA to Indonesia down to Chile , Australia or Japan and it's design campaign with the typeface for both the monogram and the logotype is very similar to a typeface font called *Futura Light* except the letter K. ![Lufthansa.jpg](https://steemitimages.com/DQmeeFSo6HpAj3hgYr1egYoBgCQKbJhwwZcjQ9mejGEiqrs/Lufthansa.jpg) One of the most successful European airline and the largest German airline - Lufthansa visual identity decisive step was taken also at the beginning of the 1960s. At that time the *Helvetica* typeface font was one of the most evolutionary typefaces when the company’s communication department commissioned Otl Aicher and some of his students to conduct a study on the redesign of the Lufthansa identity and his work ranks among the pioneering design solutions of the twentieth century. Although the brand identity design consist of an encircled stylized crane as the logotype, it is the words “Lufthansa” in *Helvetica* typeface on the right, that dominates the visual identity design showing us clearly the impact of the typeface itself. Otl Aicher design work is even subject of a whole publication dedicated to it's design and visual brand typographic development. Typefaces are indeed around us and typography is an art on itself. This post could make a list of many hundreds examples of typefaces which guide, distract and inspire us in our urban metropolis daily but this post isn't about an encyclopedia of typography and brand identity, but rather an insight to the enjoyment of the visual communication - specially of letters - around us. Namaste