Typography can give a brand a recognisable voice, but the choice also needs to work across devices, documents and the people producing them.
Define the roles first
- Display type for important headlines
- Body type for sustained reading
- Utility type for labels, data or interfaces
- Fallbacks for office documents and email
Test the real language
Use actual service names, long headings, prices and common punctuation. A specimen with only attractive short words can hide spacing, character and readability problems.
Check operational constraints
Confirm web performance, language support, licensing, variable font availability and whether collaborators can access the files. A distinctive choice that cannot be used consistently weakens the system.
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