Typography basics every brand should know

Typography is the quiet workhorse of branding. It’s on every page, every label, every screen — and it says as much about your brand as the logo does.

Pick for voice, then legibility

Your typeface sets tone before it sets words. Choose one that matches your personality, then make sure it’s readable at every size you’ll actually use.

Less is more

Two families — one for display, one for text — is plenty for most brands. A tight, well-used type system looks far more premium than a pile of mismatched fonts.