Type Branding
Intro
In Part 1, we explored the concept of designated fonts and looked at how the 『Sandoll Gothic Neo』 series influences brand perception. A designated font goes far beyond its function as a tool for delivering information—it serves as a powerful means of visually expressing brand identity. By applying a consistent typeface across multiple brand touchpoints, companies can maintain a unified visual language. Whether in printed materials like packages, leaflets, and contracts, on websites as web fonts, or embedded as system fonts in programs and devices, typography is fundamental to shaping brand experience.
But as mentioned in Part 1, not every brand owns a dedicated font. In those cases, choosing and consistently using a designated font that best aligns with the brand’s image is an excellent approach. In this Part 2 article, we’ll take a closer look at Sandoll’s new typeface, 「SD Minburi」, and explore how real-world applications show its ability to clarify and strengthen a brand’s impression. If you’re considering adopting a designated font, this article will serve as a practical reference for establishing your selection criteria.
What Is 「SD Minburi」?
Typographic environments have evolved significantly over time, with digital media in particular driving major change. Naturally, people’s needs and aesthetic preferences have shifted as well. As new contexts emerged, there was a growing demand for a text typeface suited to contemporary reading environments. 「SD Minburi」 was created in response to that very need.
The most defining characteristic of 「SD Minburi」 is that it is a Variable Font*. With adjustable weight and spacing, users can fine-tune the typeface to match brand personality and usage environments, resulting in exceptionally broad and precise application. For teams that prefer fixed styles, 「SD Minburi」 is also available as a Static Font**, offering multiple predefined weights and styles that allow designers to choose exactly the tone they need.
*Variable Font: A type format that contains multiple weights and styles within a single file, allowing users to adjust various axes dynamically.
**Static Font: A traditional type format with fixed weights and styles.
How to Use 「SD Minburi」
「SD Minburi」 offers an exceptionally wide weight spectrum. With adjustable values ranging from 100 to 900, its tone and emphasis can be tailored for various design goals. Near-weight 900 produces a heavy, powerful impression that enhances visibility—ideal for mobile banners or content titles that need to capture attention instantly.
Lighter weights offer a different utility. The 400–500 range corresponds to familiar Regular or Medium styles, making them well-suited for body text. As the weight approaches 100, strokes become thinner, making these styles particularly effective as accent elements in large, high-resolution display environments. They are especially useful when a strong contrast with bold titles is required.
Another important feature of 「SD Minburi」 is its centered visual baseline. This design choice was made to support multilingual environments. When Korean and English appear together, the text maintains a natural flow and provides a consistent reading experience. For brands that frequently mix or pair multiple languages, this becomes an especially valuable strength.
Beyond weight, 「SD Minburi」 provides two distinct Space axes—one for Latin and one for Hangul. These values range from 1 to 9, shifting the typeface from a lighter, airier square structure to a denser and more compact appearance. When the Space value is near 1, inner spacing tightens and the size of the consonantal letterforms*** decreases, creating a gentle and lyrical tone that pairs well with calm lifestyle brands.
Space 2–3 offers the most universally familiar spacing—broadly adaptable to many brand identities. It works particularly well for tech and IT brands that prioritize straightforward, minimal expression, and for consulting or finance brands where clarity and trustworthiness are essential.
When the Space axis approaches 9, inter-character cohesion becomes more pronounced. Narrower spacing reinforces a sturdy, energetic tone well-suited for brands aiming to express dynamism and vitality.
***consonantal letterforms(dah-ja): A term referring to consonantal Hangul characters. (Vowel characters are called vowel letterforms.)
As a text typeface, 「SD Minburi」 maintains a neutral presence while refining curved letterforms into straighter, more geometric shapes. This enhances legibility in digital interfaces and introduces a new, contemporary form of neutrality that differs from traditional text fonts. For more detailed information, visit the microsite linked above.
Let’s Look at a Real-World Application
DesignPlus is a platform that offers a wide range of information and content across the design industry. Beginning with its 2024 beta launch, 「SD Minburi」 was adopted as an embedding font**** for the DesignPlus website. As the designated font, it played a significant role in amplifying the brand’s intended image. Since the platform handles the latest design information, achieving both a trendy aesthetic and a sense of trust was essential. 「SD Minburi」’s geometric yet neutral visual character naturally aligned with that goal.
****Embedding font: A method of embedding a typeface within a program or device so users can view content in the intended font without installing it separately.
Image source: DesignPlus
By applying different variable-axis settings to headings and body text, the website was able to fully leverage the strengths of 「SD Minburi」—making it particularly well-suited for text-heavy digital content environments. For clarity in communication, Space 2 was used for body text, while Space 7 and adjusted weight values created stronger emphasis for important information.
Image source: DesignPlus
When designing websites, a variety of buttons is always needed. It is common to place text inside box or pill-shaped frames, but some fonts do not align properly when identical padding values are applied. Misalignment becomes especially noticeable when Korean and English are mixed. 「SD Minburi」 solves this challenge with its centered visual axis, resulting in better visual precision and increased efficiency during development.
Image source: DesignPlus
How a Font Clarifies a Brand
As seen in the example above, an appropriate designated font can create powerful synergy by aligning with the brand’s image and service characteristics. Typography not only shapes brand perception—it strengthens communication clarity, enhances user experience, and establishes a stable typographic environment. All of these outcomes ultimately work together to make the brand’s impression clearer and more defined.
All Sandoll fonts are available for licensing. With diverse options and years of accumulated expertise, we can recommend the perfect typeface for your needs. If you have any questions about designated fonts, feel free to reach out anytime. Sandoll is always here to help.
References
Lee Yongje (2017). Impressions of Hangul Typefaces.
Type Branding
Intro
In Part 1, we explored the concept of designated fonts and looked at how the 『Sandoll Gothic Neo』 series influences brand perception. A designated font goes far beyond its function as a tool for delivering information—it serves as a powerful means of visually expressing brand identity. By applying a consistent typeface across multiple brand touchpoints, companies can maintain a unified visual language. Whether in printed materials like packages, leaflets, and contracts, on websites as web fonts, or embedded as system fonts in programs and devices, typography is fundamental to shaping brand experience.
But as mentioned in Part 1, not every brand owns a dedicated font. In those cases, choosing and consistently using a designated font that best aligns with the brand’s image is an excellent approach. In this Part 2 article, we’ll take a closer look at Sandoll’s new typeface, 「SD Minburi」, and explore how real-world applications show its ability to clarify and strengthen a brand’s impression. If you’re considering adopting a designated font, this article will serve as a practical reference for establishing your selection criteria.
What Is 「SD Minburi」?
Typographic environments have evolved significantly over time, with digital media in particular driving major change. Naturally, people’s needs and aesthetic preferences have shifted as well. As new contexts emerged, there was a growing demand for a text typeface suited to contemporary reading environments. 「SD Minburi」 was created in response to that very need.
The most defining characteristic of 「SD Minburi」 is that it is a Variable Font*. With adjustable weight and spacing, users can fine-tune the typeface to match brand personality and usage environments, resulting in exceptionally broad and precise application. For teams that prefer fixed styles, 「SD Minburi」 is also available as a Static Font**, offering multiple predefined weights and styles that allow designers to choose exactly the tone they need.
*Variable Font: A type format that contains multiple weights and styles within a single file, allowing users to adjust various axes dynamically.
**Static Font: A traditional type format with fixed weights and styles.
How to Use 「SD Minburi」
「SD Minburi」 offers an exceptionally wide weight spectrum. With adjustable values ranging from 100 to 900, its tone and emphasis can be tailored for various design goals. Near-weight 900 produces a heavy, powerful impression that enhances visibility—ideal for mobile banners or content titles that need to capture attention instantly.
Lighter weights offer a different utility. The 400–500 range corresponds to familiar Regular or Medium styles, making them well-suited for body text. As the weight approaches 100, strokes become thinner, making these styles particularly effective as accent elements in large, high-resolution display environments. They are especially useful when a strong contrast with bold titles is required.
Another important feature of 「SD Minburi」 is its centered visual baseline. This design choice was made to support multilingual environments. When Korean and English appear together, the text maintains a natural flow and provides a consistent reading experience. For brands that frequently mix or pair multiple languages, this becomes an especially valuable strength.
Beyond weight, 「SD Minburi」 provides two distinct Space axes—one for Latin and one for Hangul. These values range from 1 to 9, shifting the typeface from a lighter, airier square structure to a denser and more compact appearance. When the Space value is near 1, inner spacing tightens and the size of the consonantal letterforms*** decreases, creating a gentle and lyrical tone that pairs well with calm lifestyle brands.
Space 2–3 offers the most universally familiar spacing—broadly adaptable to many brand identities. It works particularly well for tech and IT brands that prioritize straightforward, minimal expression, and for consulting or finance brands where clarity and trustworthiness are essential.
When the Space axis approaches 9, inter-character cohesion becomes more pronounced. Narrower spacing reinforces a sturdy, energetic tone well-suited for brands aiming to express dynamism and vitality.
***consonantal letterforms(dah-ja): A term referring to consonantal Hangul characters. (Vowel characters are called vowel letterforms.)
As a text typeface, 「SD Minburi」 maintains a neutral presence while refining curved letterforms into straighter, more geometric shapes. This enhances legibility in digital interfaces and introduces a new, contemporary form of neutrality that differs from traditional text fonts. For more detailed information, visit the microsite linked above.
Let’s Look at a Real-World Application
DesignPlus is a platform that offers a wide range of information and content across the design industry. Beginning with its 2024 beta launch, 「SD Minburi」 was adopted as an embedding font**** for the DesignPlus website. As the designated font, it played a significant role in amplifying the brand’s intended image. Since the platform handles the latest design information, achieving both a trendy aesthetic and a sense of trust was essential. 「SD Minburi」’s geometric yet neutral visual character naturally aligned with that goal.
****Embedding font: A method of embedding a typeface within a program or device so users can view content in the intended font without installing it separately.
Image source: DesignPlus
By applying different variable-axis settings to headings and body text, the website was able to fully leverage the strengths of 「SD Minburi」—making it particularly well-suited for text-heavy digital content environments. For clarity in communication, Space 2 was used for body text, while Space 7 and adjusted weight values created stronger emphasis for important information.
When designing websites, a variety of buttons is always needed. It is common to place text inside box or pill-shaped frames, but some fonts do not align properly when identical padding values are applied. Misalignment becomes especially noticeable when Korean and English are mixed. 「SD Minburi」 solves this challenge with its centered visual axis, resulting in better visual precision and increased efficiency during development.
How a Font Clarifies a Brand
As seen in the example above, an appropriate designated font can create powerful synergy by aligning with the brand’s image and service characteristics. Typography not only shapes brand perception—it strengthens communication clarity, enhances user experience, and establishes a stable typographic environment. All of these outcomes ultimately work together to make the brand’s impression clearer and more defined.
All Sandoll fonts are available for licensing. With diverse options and years of accumulated expertise, we can recommend the perfect typeface for your needs. If you have any questions about designated fonts, feel free to reach out anytime. Sandoll is always here to help.
References
Lee Yongje (2017). Impressions of Hangul Typefaces.