The literature relating to typography is diverse and often describes the evolution of typography. This chapter provides a summary of the topics considered most relevant to the research. It begins with a discussion about exploring typography and consumer perceptions of art. Next comes the clarification of the brand identity and its importance in today's business environment. Merging how typography plays a role in brand identity is the next step. Finally, there is an explanation of millennials and the relevance of the old concepts of typography and brand identity. 2.1 Exploring Typography The art of typography has existed for centuries. It is dynamic in nature and its evolution has given a whole new meaning to visual communication, especially in the field of branding where differentiation is the key. Typography "is the art and technique of creating and composing type in order to convey a message. The term includes the design and function of alphabetic and illiterate symbols to represent language" (Woolman, 1997). McLean (1980) ) best defines typography as “the art, or skill, of designing communication by means of the printed word.” This “involves the design of books, magazines, posters, or anything that is printed and communicated.” to other people by means of words”. On the other hand, Meggs (1998) describes typography as “the process of printing using independent letterforms to mechanically recreate a handwritten interpretation of words”. to understand that typography and font are not interchangeable words Font refers to the size and style (bold or italic) of typography has a great impact on today's visual culture and. surrounds our daily lives and its...... middle of paper ......ent (Stanford Report, 2005). The progression of methods of producing and presenting written communication will continue to evolve. “From cuneiform inscriptions on clay tablets, to pen and parchment, to the Gutenberg press, to computers and the Internet, technology has always provided new mediums for text to express itself” (Lee, Forlizzi & Hudson, 2002). Typography of All Sizes According to Childers and Jass (2002), the company can be considered an affordable design decision for brochures, in-store displays, coupons and advertising. With these possibilities at hand, marketing communications have enormous potential to successfully communicate with their target audience, but poor application can prevent people from reading the message. It is therefore imperative to understand its principles and employ appropriate strategies..