One More Question

Matteo Bologna: The secret differentiator - Why your brand should own a typeface

Episode Summary

In Episode #45, Ross is joined by Matteo Bologna, Founder and Creative Director of New York-based branding studio Mucca. Matteo’s multidisciplinary background in architecture, graphic design, illustration, and typography has helped him build one of the most respected companies in design. He’s a former board member of AIGA NY and President emeritus of the Type Directors Club. Ross and Matteo discuss typography as an underestimated branding tool, why your brand should own a typeface, and the mistake brands like Balenciaga are making by throwing away years of heritage to be more ‘digital-friendly.'

Episode Notes

Highlights from the conversation:

A brand is an organism composed of hundreds of elements, logos, copywriting, photography, colours, and of course, typography
Big companies spend millions of dollars on their fucking brand. Why can't they spend a little bit more money to make sure they have a font that is recognisable?
They don't even have to say anything. They just have to put type on a page and people would immediately recognise the brand
It's very difficult to maintain what's good about the brand
They're rooted in this idea of being digital-friendly but they're falling in line with everybody else
If you spend $250,000 for a photo campaign, that gets used for one season. If you spend the same amount for a font that you use for 20 years, the cost is negligible

More about Matteo

Matteo Bologna is the Founder and Creative Director of New York-based branding studio Mucca, a singular personality whose multidisciplinary background in architecture, graphic design, illustration, and typography has helped him build one of the most respected companies in design.

Over his celebrated career, Matteo’s focused but fun-loving approach has earned strong client partnerships across countless industries, from startups, small retailers and beauty powerhouses to hospitality where he has designed for various renowned hotels and restaurants. This includes work for Sephora, Barnes & Noble, Target, WeWork, Whole Foods, Adobe Systems, the legendary Balthazar in NY and many others.

Matteo is also a former board member of AIGA NY and president emeritus of the Type Directors Club, frequently lecturing around the world about his passion for typography. For his efforts, he has been widely recognized by industry publications, competitions and exhibitions, including: Communication Arts, Eye, Graphis, HOW, PRINT, the Art Directors Club, and the James Beard Foundation.

Find Matteo here: Website | LinkedIn | Instagram

Show Notes

People:

Rainer Scheichelbauer

Companies and organisations:

Miscellaneous:

Matteo’s work

How you can help

There are four ways you can help us out.

Give us your thoughts. Rate the podcast and leave a comment.
Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)
Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) of
Tell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.

One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.

One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.

Hosted by our founder Ross Drakes.

Subscribe iTunes, Spotify, Stitcher, Google Podcasts

Music by: @dcuttermusic / http://www.davidcuttermusic.com