Big Words. Little Words. Big Brands.
Why is little such a big word?
Why does big feel so… little?
This isn’t just linguistic poetry — it’s a visual and strategic truth in branding. The way a word looks can shift its meaning. And that’s where typography steps in.
Typography: Where Form Meets Meaning
Typography isn’t just about choosing a font. It’s about how ideas feel when we see them.
- Little is a six-letter word — longer than big.
But typeset in a heavy bold uppercase — LITTLE — it punches hard. - Big is short. Compact. Even friendly.
Write it in a thin, minimal sans-serif and it suddenly feels… small.
In branding, this contradiction is a tool.
Big Brands Use Small Tricks
Let’s say you want your brand to feel approachable. You might use:
- Lowercase type
- Round, soft fonts
- Extra spacing to create a sense of openness
Want it bold, assertive, dominant? Use:
- All caps
- Tight kerning
- Sharp, condensed letterforms
Suddenly a small word becomes massive.
Or a big one feels like a whisper.
Little Type. Big Impact.
At psyborg®, we obsess over this kind of detail.
Not just what the words say — but how they look, feel, and perform.
Every letter has weight. Every curve holds intention.
Whether it’s your tagline, logo, or call-to-action — your typography is quietly shouting something.
We design it to say exactly what you mean.
Design with Intent
Big or little. Loud or subtle.
Typography is more than style. It’s strategy in disguise.
Because in branding, little things aren’t little.
And big things? Often just a few pixels taller.
Daniel Borg
Creative Director
psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.
Daniel has completed over 2800 design projects consisting of branding, content marketing, digital marketing, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.
I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.
Cheers Daniel