Typography is one of those elements of a brand that people often only notice when something isn't working. Yet it has a fundamental impact on how a brand is perceived—whether it is seen as trustworthy, contemporary, or outdated. That's why more and more brands are returning to serif fonts, which can lend calm, structure, and confidence to communication. One of them is GT Canon, a font that finds its way into modern visual communication without unnecessary ostentation.
What is GT Canon and why does it appear so balanced?
GT Canon is a serif font, i.e., a font with fine stroke endings, which we know from books or newspapers, for example. Unlike traditional book fonts, however, it does not appear heavy or old-fashioned. It is designed to be easily readable on screen and on paper, while also being visually refined.
Its morphology is calm and proportionally balanced. The text reads smoothly, the font does not draw attention to itself, but supports the content. This feature is essential for brands – typography should serve the message, not drown it out.
Why serif fonts are returning to brand communication
Simplicity and quick orientation dominate today's digital environment. Sans serif fonts are therefore still very widespread. At the same time, however, many brands are looking for ways to differentiate themselves and add humanity and depth to their communication. Serif fonts naturally lend themselves to this.
GT Canon functions as a compromise in this regard. It retains a serious expression, but does not appear formal or academic. This makes it suitable for brands that want to appear trustworthy, professional, and open at the same time. The reader gets the feeling that the brand knows what it is doing and communicates with them in a clear manner.
How GT Canon works in both the digital and print worlds
One of the advantages of GT Canon is its versatility. It remains legible on the web even at smaller font sizes and works well in longer texts such as articles, blogs, or content pages. In print materials, it looks sophisticated and clear, which brands appreciate when creating magazines, brochures, or presentations.
When used consistently, the font becomes a natural part of the visual identity. Readers gradually associate it with the brand without even realizing it. It is this subtle continuity that is so valuable in branding.
Typography in practice and working with branded materials
For a font like GT Canon to really work, it is not enough to simply choose it. It is important that everyone who works with the brand treats it in the same way. This means having clearly defined rules, examples of use, and always having access to up-to-date materials.
This is where Brandcloud comes into play. Brandcloud allows you to store your brand's typography in one place along with other visual materials. Teams can then work with a unified set of fonts, styles, and rules, which helps maintain a consistent look across the website, presentations, and marketing outputs.
Typography is no longer dealt with on an ad hoc basis and becomes a natural part of everyday work with the brand.
How to think about GT Canon when choosing a font
When considering GT Canon, it is good to ask yourself a few simple questions. Should the brand communicate calmly and seriously, or dynamically and expressively? Is long reading more important, or bold headlines? And does the font fit into the overall visual style of the brand?
GT Canon is useful where a balance between aesthetics and readability is needed. It is suitable for content-oriented brands, media, educational projects, and companies that want to appear professional without unnecessary austerity.
Typography as part of long-term brand identity
GT Canon shows that a well-chosen font can serve a brand in the long term. It is not subject to short-term fashion trends and offers a stable visual foundation on which to build other elements of identity. Moreover, when typography is systematically managed and used correctly, it becomes a natural carrier of brand character.
When combined with tools such as Brandcloud, typography transforms from a mere design decision into a well-thought-out part of brand management. And that is where its true value lies—in the subtle but long-term support of how the brand is perceived.
