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As part of an ongoing relationship with Sheffield Hallam University, Senior Designer Daniel Reed was invited to share his knowledge of the industry and our studio’s work with students at the university. He delivered a talk as part of their Curated By series, focusing on the role of typography in brand design.

Curated By is a graphic design and illustration lecture programme run by the Art and Design department at Sheffield Hallam University. Although primarily aimed at design students, the talks are open to the public and streamed online, making them accessible to a wider audience. Previous speakers have included well-known figures from the creative world such as Charlie Adlard, Anthony Burrill, Mike Cathro, Kessels Kramer, and Astrid Stavro.

During his talk, Dan took a close look at the vital role typography plays in brand design. Drawing on examples from both his personal work and client projects, from Cardiff University to Everton FC, he demonstrated the flexibility and impact of good typography.

Dan encouraged students to think of typography not just as a visual tool, but as a key part of communication. Whether it's using type as image or employing expressive typography to inject personality into a brand, he shared insights into how different approaches to type can help brands express their identity and core values.

Dan’s aim was to inspire students to consider how typography must adapt depending on the specific brief, audience, and medium, showing that typography is always a crucial element in the broader context of branding.

Thanks to Sheffield Hallam for the opportunity. Find out more about the series on SHU's website.