Insights

November 20, 2024

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The Power of Typography: How to Choose the Right Typefaces for Your Design

When it comes to design, typography can often be the unsung hero. It's the silent partner, playing a leading role in making sure your message is communicated (and therefore heard) loud and clear. With that being said, choosing the right typeface for a design project is often a tricky task. In this blog post we'll dive into the world of typography, exploring the power of typefaces and how to choose the right ones for your project.

First things first, let's talk about the basics of typography. A typeface is a family of glyphs (this includes letters, numerals, and symbols). Typefaces often span multiple weights, usually (but not always) including upper case and lower case characters, alongside italics - an example being Helvetica. A font on the other hand is a specific weight and point size, an example being Helvetica Regular set at 11 point.

With this differentiation made there is a dizzying array of typefaces out there to choose from. So where do you begin? The easiest way is to break typefaces down into broad categories. You've got your classic serif typefaces (think Times New Roman), your modern sans-serif typefaces (think Helvetica) and all sorts in between; ranging from script and display to monospaced and slab serif. Each typeface carries with it a unique personality and style, it's important to choose one that aligns with your message and the overall look and feel of your design project.

So, how do you choose the right typeface? It all starts with understanding the tone and motivation behind your message. Are you trying to demonstrate an aura of professionalism and elegance? A serif typeface might be the way to go. Are you trying to convey a sense of modernity and simplicity? A sans-serif typeface would probably be your go to. It's important to choose a typeface that appropriately embodies what it is that you’re trying to communicate. That being said, it isn't a strict science, there’s plenty of room for experimentation and boundary crossing… Sometimes going against the grain carries a message more effectively than conforming to the status quo.

Let's talk about the power of pairing typefaces. Good design often involves multiple typefaces living in harmony alongside one another. The key is usually (but not always) to choose two or three typefaces that complement each other in order to create a cohesive look. A common design choice is to set a more decorative typeface aside for use at large scales across headers or titles, whilst reserving a typeface that prioritises legibility and minimises fatigue for body copy.

This segways into the importance of legibility in design. We’re all for experimentation with different typographic styles, colours, weights, and sizes; in fact we actively encourage it within our practice. What has to be kept in mind at all times is that every design choice you make has a direct impact on your audience's experience. At its core, graphic design serves as a vessel through which a message is communicated. If an audience has trouble understanding what you’re trying to say, then you may as well not say it at all. It’s important to make calculated decisions at every point of the design process, ask yourself questions. Is the point size too small? Is there enough contrast? Is this tiresome to read? You’ll thank yourself at the end.

In conclusion, typography is an extremely powerful tool in design and choosing the right typeface can make or break your design. It's important to choose a typace that aligns with your message and the overall look and feel of your design. Remember, when it comes to typography, less can often be more. Pay attention to size and spacing, prioritise legibility, ask questions and don’t be afraid to experiment. With these tips in mind, you'll be able to determine the perfect typographic solution for your design, making sure your message is heard loud and clear.

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Kenshō Agency & Ads.gi Joins Forces with the Capurro Group

INTRO

After several years of collaboration, we’re thrilled to announce that the Capurro Group has acquired a majority stake in Kenshō Agency & Ads.gi, marking the beginning of a strategic partnership that will propel us to new heights.With over 150 years of business expertise, the Capurro Group brings an extensive network and deep industry knowledge, enabling Kenshō Agency to operate on a more global scale.

This partnership strengthens our ability to serve our clients, unlocking new opportunities, markets, and strategic connections that will enhance the value we deliver to them.

Having worked together for nearly a decade, this move is a natural evolution of our shared vision. With Capurro Group's backing, Kenshō Agency is poised for unprecedented growth while continuing to innovate and push boundaries.

We’re incredibly excited for this next chapter and the possibilities it brings, not just for us but for our clients, partners, and the industries we serve.

Stay tuned for what’s next!

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Two Weeks at Kenshō: My Internship Experience

When I first came across the internship at Kenshō, I was looking for an opportunity in Gibraltar before heading into my final year at university... Something that would give me a taste of life in a creative studio and a chance to finally put into practice what I’d been studying. I was lucky to find Kenshō advertising a two-week student internship on their social media, and I applied immediately.

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I had already referenced Kenshō in my university work as an inspiring agency in Gibraltar, so I was familiar with their work. They had a range of different projects with a clean, thought-out style. I knew it was an opportunity I couldn’t miss. It felt like it was the perfect place to learn, contribute, and grow as a graphic design student in Gibraltar and also prepare me for my final year in University.

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Before starting, I was quite nervous. It was a completely new environment, and I wasn’t sure what to expect. I worried about whether I’d be able to apply my graphic design knowledge from university in a real-world setting, and even whether I’d enjoy working in a design agency despite studying Graphic Design. I imagined I might just be observing from the sidelines and quietly working at a desk. But from my very first day, I realised I had nothing to worry about. The team couldn’t have been more approachable and welcoming. They made me feel included straight away, showing patience and taking the time to explain their roles in depth. During my first week, they walked me through how to process a new client brief and encouraged me to contribute by sharing my ideas and sketches throughout the design journey.

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Over the two-week internship, I was given the chance to get involved in real client work. I sat in on meetings, joined creative discussions, and watched how ideas are designed, refined, and brought to life from start to finish. It was amazing to be part of these sessions and to see first-hand how the team translates a client’s vision into design, and how they handle feedback in such a professional and creative way. I quickly realised just how much groundwork goes into a project before design even begins, particularly the initial communication and research phases. I discovered I really enjoyed the strategic part of the process, which is something I might not have realised without this internship. Along the way, I also learnt the basics of software I hadn’t used before, like Figma, as well as valuable design tips and platforms that I’ll now take forward into my university work.

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The studio environment at Kenshō was inspiring and extremely encouraging. Everyone was supportive and always happy to answer questions. I enjoyed going into the office every morning and looked forward to it over the weekend. I am now leaving this internship with a much clearer understanding of what it’s like to work in a creative team and how graphic design works in practice. I have learnt how to approach projects, and the difference that good communication makes in producing the best design possible. Every single day within these two weeks I have walked out the office having learnt something new, making it a very valuable step in my design journey. I’m extremely grateful for the opportunity and excited to take what I’ve learnt into my future work.

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Thank you Kenshō!

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Welcoming Zsuzsa Papp to the team

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