One More Question

Highlights from the conversation:A brand is an organism composed of hundreds of elements, logos, copywriting, photography, colours, and of course, typographyBig companies spend millions of dollars on their fucking brand. Why can't they spend a little bit more money to make sure they have a font that is recognisable?They don't even have to say anything. They just have to put type on a page and people would immediately recognise the brand It's very difficult to maintain what's good about the brandThey're rooted in this idea of being digital-friendly but they're falling in line with everybody elseIf you spend $250,000 for a photo campaign, that gets used for one season. If you spend the same amount for a font that you use for 20 years, the cost is negligible More about MatteoMatteo Bologna is the Founder and Creative Director of New York-based branding studio Mucca, a singular personality whose multidisciplinary background in architecture, graphic design, illustration, and typography has helped him build one of