Whether you are fully aware that fonts are more than just options in your word processing software, or you had no idea that there is a company called Monotype that creates and distributes licenses for typefaces, this interview with Scott Landers, the company’s CEO, is just for you. In this episode of Start With a Win, Scott expands the understanding of how typefaces fuel creativity and help brands establish themselves in the market.
Monotype is the world’s leading provider of typefaces, and their offerings and product reach are consistently expanding as technology continues to grow onward and upward. Scott provides a helpful illustration of everything you could have interacted with on a typical morning that contains a typeface created by Monotype. This example helps listeners recognize how influential Monotype is and all of the ways they have to adapt to innovations. When Monotype started, fonts were strictly for print. Eventually, they had to grow into typefaces for screens linked to printers, and in recent years they have grown to create fonts solely to be used and consumed on screens. This growth curve over the past several decades is quite steep. Despite this growth curve, they have excelled amidst the challenges. This success resulted due to close communication with their customers every step of the way. As a result, they remain ready to help individuals and brands express themselves through creativity centered around typefaces.
Scott’s sage advice to creators trying to choose the right fonts—if the font is executed right, you won’t notice it. The font provides the body language and the tone of voice for the words on the page, so regard this process as half art and half science. Monotype has consultants on staff available to help businesses choose the right typefaces for their brand. They recognize how integral this part of the process is to the brand’s identity for years to come. When it comes to leading through change, Scott says that the most important thing is to keep the customer at the center and give your employees more authority because if they know that you trust them to do the right thing, they will do the right thing.
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