In a recent episode of Field Notes, host Eric Hultgren sat down with Terrance Weinzierl, Executive Creative Director at Monotype, to discuss the often overlooked yet crucial role typography plays in brand identity. While their conversation covered broad typography trends, several insights emerged that are particularly valuable for travel marketers looking to differentiate their destinations in an increasingly crowded digital landscape.

Your Destination’s Visual Voice

As Weinzierl, pointed out, we’re living in “a golden era of typography” where typefaces touch every part of our lives – from digital interfaces to physical spaces. For travel marketers, this presents both an opportunity and a challenge: how do you select typography that authentically represents your destination’s unique character?

Weinzierl suggests beginning with a simple but powerful exercise: “Ask yourself, is this a calm or exciting place? Is it rough? Is it elegant? Is it friendly? Is it serious?” These adjectives become the foundation for selecting visual assets, including typography, that align with your destination’s personality.

“A typeface is the clothing that a word wears,” Weinzierl explains. Just as we choose different clothing for different occasions, destinations should select typography that reflects their essence. A rustic mountain retreat might use typography with organic, handcrafted qualities, while a sleek urban hotel might opt for clean, modern letterforms.

The One-Image Trailer

Perhaps the most compelling insight for travel marketers came when discussing video thumbnails. Terrance described thumbnails as “a one-image trailer of what you’re about to get,” noting that typography plays a crucial role in setting expectations.

“That typeface will tell you inherently, is this an exciting video? Is this a calm video? Is it educational? Is it fast? Is it slow?” Winsor explains. “All of those things can be conveyed with which typeface, but also how it’s used.”

For travel destinations, this means your video thumbnails aren’t just preview images—they’re powerful brand statements that signal to potential visitors what experience awaits them. The typography you choose for these thumbnails should harmonize with both the content and context of the destination you’re showcasing.

Building Recognition Through Consistency

Terrance points to entertainment companies like A24 and Pixar, whose distinctive visual identities instantly communicate what viewers can expect. “That’s the brand recognition that I think anybody wants to build,” he notes, “and it happens with repetition and harmony and good experiences over and over again.”

Travel marketers can apply this same principle. When someone sees your thumbnail or promotional material, they should immediately recognize not just where it’s from, but what kind of experience it promises—whether that’s adventure, luxury, relaxation, or cultural immersion.

Looking Forward: Personalized Typography

Looking to the future, Weinzierl envisions more personalized typography experiences driven by AI. While maintaining brand consistency, there may be opportunities to tailor typography based on user preferences or needs—making destination information more accessible and engaging for diverse audiences.

As we navigate an increasingly visual digital landscape, typography has emerged as a critical differentiator for travel brands. It’s no longer just about legibility—it’s about creating an emotional connection with potential visitors before they ever set foot in your destination.

In Terrance’s words, this is “the superpower of typefaces… that hidden emotion in it.” By thoughtfully selecting typography that authentically reflects your destination’s character, you create a visual voice that speaks volumes about the experience you offer—beginning with that crucial “one-image trailer” that invites travelers to discover more.

So next time you’re crafting marketing materials for your destination, remember: your typography isn’t just telling people where to go—it’s telling them why they should want to go there.