DISEÑO DE TIPOGRAFÍA PERSONALIZADA COMO HERRAMIENTA DE IDENTIDAD PARA MARCAS NATIVAS DIGITALES

Abstract

This research article analyzes the typographic design strategies adopted by digital-native brands that have incorporated custom type families as a central component of their visual identity. Through the study of four relevant cases, the technical, functional, aesthetic, and cultural factors involved in the discipline of bespoke typefaces were explored, highlighting the importance of the digital environment as a determining factor. The methodology includes both formal and technical analysis of the typefaces, as well as their implementation in digital interfaces. The main objectives are to evaluate the impact of these fonts on accessibility, legibility, brand identity, and user experience. Key phenomena such as the use of variable fonts, optical size adjustments,
multilingual encoding, and the role of hinting in screen legibility are discussed. The article also emphasizes the growing importance of collaborative design between independent type foundries and branding studios. In conclusion, the study proposes new paradigms in accessibility, size-specific design, and security in digital contexts, alongside the consolidation of sans serif typefaces—particularly grotesque, geometric, and humanist styles—as the core of global brand identity systems. This research reveals an evolution in typographic design toward hybrid, flexible, and highly technological models that address the visual and functional challenges of today’s digital ecosystem, as well as highlighting the need for new criteria for typographic classification.

Keywords: Corporate identity, digital typography, custom typography, digital-native brands.