Can a typeface enhance your B2B brand strategy?

Spoiler: Yes, and here’s why

In the world of B2B marketing—where purchasing decisions are complex, rational, and involve multiple stakeholders—building a strong brand can’t rely solely on messaging or channels. Every visual element plays a strategic role, and one of the most underestimated is typography.

Leading companies like Salesforce, IBM, and Siemens don’t leave their typeface choices to chance. They treat typography as a key asset of their visual identity, aligning it with their brand positioning, core values, and target audience.

Why does typography matter so much in B2B branding?

A good typographic choice isn’t just about “what looks nice.” It’s about what conveys stability, professionalism, innovation, or tradition.
And in B2B—where building trust is key—every visual detail either supports or undermines that perception.

Recent studies show that:

Know your customer deeply
A typeface aligned with your brand identity can increase visual recall by 13%.

It can boost time spent on pages and materials by up to 38%.

And it enhances perceived credibility—especially in sectors like tech, industry, or professional services.

Examples leading the way

Salesforce uses a flexible, modern, and clean typographic system that reinforces its positioning as an open, innovative, and human-centered platform.

IBM, with its history rooted in Swiss design, developed its own typeface family—IBM Plex—to reflect precision, scale, and global consistency.

Siemens maintains a sober, technical typographic aesthetic that aligns with its core values of engineering, robustness, and technological innovation.

None of these decisions were purely aesthetic. They were strategic.

So, how do we apply this at MarkLovers?

At our consultancy, we work with B2B brands that need more than just a good-looking logo. They need visual consistency, a distinct voice, and an image that lives up to their value proposition.
And that’s where typography comes in.

From full rebrandings to brand guidelines and digital platforms, we help our clients choose and apply typefaces that are not only legible, but that clearly communicate what their brand stands for.

Typography is a silent language that directly shapes how your customers perceive your brand.
If you’re building a B2B brand identity, asking yourself “which typeface should I use?” isn’t a minor detail.
It’s a strategic decision.