Branding
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4 min read
The power of bold typography in modern brands.
Jonse Robbert
A strong typeface can carry a brand on its own. We explain how we pick and pair fonts with personality.
Type is the voice of a brand. Before people read a single word, the letterforms have already told them who you are.
Choose character
We look for typefaces with a distinctive detail — a sharp terminal, an unusual ‘g’ — that can become a recognisable signature.
Pair with restraint
One expressive display face plus one workhorse body face is almost always enough. More fonts dilute the voice.
“Big type isn’t loud. It’s confident.”
Set it with care
Tight tracking on headlines, generous line height on paragraphs and a clear scale turn good fonts into a great system.
