WHEN TYPE SPEAKS: THE EXPRESSIONIST SIDE OF BRANDING
A Creative Perspective by: Frank Castaldi
Inspiration often sparks from unexpected places, whether it’s comic books, movie screens, or even the cereal aisle. While most of my friends as a kid were captivated by the stories, heroes, or cartoon mascots, I always found myself also staring at something else: the logos and lettering that brought it all together.
Think about it...that bold Hulk logo smashing off the comic cover, the perfectly balanced Star Wars title glowing in the opening credits, or the playful Trix word-mark that seemed just as fun as the cereal itself. These weren’t just titles or identifiers to me; they were a vital part of the experience. The typography helped define how everything felt.
All that early inspiration and imagination eventually turned into a lifelong passion. Today, working as a graphic designer and illustrator in the brand design industry, the importance of brand-marks, logos, and expressive typography feels more evident than ever. They’re not just decorative details, but core elements that define how a brand is seen and felt.
That expressive side of typography, especially, is what makes branding so captivating. It’s not just about readability or aesthetics, it’s about emotion. Whether custom drawn, adapted from a font, or updated from an existing design, type captures a brand’s mood, voice, and personality. Every choice (weight, curve, spacing) shapes how we feel before we even read a word, from the appetite appeal of a food brand to the sleek motion of a sports logo or the refined simplicity of a luxury line.
Designs by: Frank Castaldi
So next time you pick up your favorite product or tune into your favorite show, take a moment to look at its logo. There’s a good chance it’s speaking to you, not with words but with design.
Artist BIO:
Frank Castaldi is a NYC-based graphic designer and illustrator with regional, national, and global brand experience. His work spans packaging, logos, posters, and digital content. He has created for major brands including Procter & Gamble, Kraft, Nestlé, Unilever, and Coca-Cola, and through his studio, Frank Castaldi Design, collaborates with top agencies such as Sterling Brands, CBX, Hi-Fi Brands, 1HQ, and Little Big Brands. His award-winning work has been recognized by Pentawards, GDUSA, Creativity, AGDA, and Graphis, and featured on The Dieline, Packaging World, and Packaging Digest.
