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Fabio Haag · Fabio Haag
A blog essay by Fabio Haag arguing for the primacy of typeface choice over colour in brand identity, citing Mark Ritson's 2025 Cannes Lions presentation.
About
The piece draws on research presented by Mark Ritson at Cannes Lions 2025, which analysed 1,250 campaigns and data from 200,000 people to show that typography generates brand recognition more effectively than colour or celebrity endorsement. Haag uses the findings to advocate for distinctive, proprietary typefaces over generic options widely available on Adobe or MyFonts. The argument concludes with a call to trial typefaces from independent foundries before making colour decisions.
Classification
This page is a blog/essay post rather than a typeface product page; no specific typeface is described or classified here.