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27th February 2017

Monotype: Beyond Authenticity

From “fake news” to “post-truth”, authenticity is at the forefront of brand and communication strategies across every industry. Regardless of agenda, motive and values, businesses and organisations spanning every sector are now confronted by the cynicism of consumers who fear and and are hyper aware of hollow marketing narratives. 

Monotype’s role in the work of  marketeers and strategists around the globe lies in the realm of creating transparent and sincere conversations using intelligent design and innovative approaches to communication. With this in mind, the global font foundry has collaborated with forecasting experts at The Future Laboratory to create a brand new report focused on “winning consumer trust through co-creation, transparency and typography”.

Beyond Authenticity (the joint report from Monotype and The Future Laboratory) explores a variety of areas that brands must address in contemporary business. Sections covering “trust scarcity”, “restoring faith” and “new evangelicals” focus on identifying, managing and mending the damage done by so-called “fake news” and conceited messaging, while other parts of the report discussing “transparent values”, “symbiotic creativity” and “bespoke symbolism” highlight the benefits of (and necessity for) creating human-focused campaigns with genuine emotional connections, and how to stimulate effective communication with intuitive typeface design.

Beyond Authenticity is one of a number of recent projects that see Monotype exploring and investing in the future of design-led communications. Last month we announced that Monotype has joined the MIT Clear-IP consortium as a founding member, committing to extensive research into quick glance type and interfaces. 

Read the full Beyond Authenticity report here.

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