Typography
Typography is the strategic selection and use of fonts, typefaces, and text layouts. It visually communicates a brand’s personality, tone, and hierarchy. It plays a crucial role in readability, user experience, and brand recognition.
If your logo is your brand’s handshake, then typography is the way it speaks. It’s the tone of voice, the personality behind the words, the thing that makes reading feel like an experience. And yet, typography is one of the most overlooked elements in branding—until it’s wrong.
Ever seen a luxury brand using Comic Sans? Exactly.
Typography is about more than just choosing fonts; it’s about choosing a mood. Are you sophisticated and high-end? Then your type should be clean, elegant, and refined—maybe a sharp, modern serif or a timeless classic. Are you bold, rebellious, and unafraid to challenge norms? Then your typography should have attitude—something striking, confident, maybe even with a little grit.
Here’s what matters when picking your typography:
- Legibility first. Always. If people have to squint or struggle, you’ve already lost them.
- Personality over popularity. Just because a font is trendy doesn’t mean it’s right for you. (RIP the overuse of Helvetica.)
- Consistency is key. Your brand shouldn’t look like a ransom note—keep your fonts locked in across all touchpoints.
- Hierarchy makes or breaks it. Headlines, body copy, subheadings—each should be distinct but cohesive.
Typography tells your audience how to feel about your words before they even read them. It’s what makes a brand whisper, shout, or sing. And when done right? It doesn’t just communicate—it connects.
