Brand Basics: Brand Typography

Font choice serves as a linchpin in brand identity, and the choice of fonts plays a decisive role in conveying a cohesive message.

The style and hierarchy of text are paramount elements that demand attention. Consistency in their application, both externally and internally, ensures a brand’s visual language remains harmonious and recognisable.

External fonts, often hero fonts, are spotlighted in marketing materials that grace the marketplace. These are the fonts your clients or customers will associate with your brand. Choosing the right external fonts is akin to defining your brand’s voice in its marketplace.

On the flip side, internal fonts operate quietly as standard fonts universally installed on all computers. They enter the foreground for internal communications, such as email direct marketing or introductory presentations. The uniformity of these fonts across various devices and platforms reinforces a brand’s professionalism and coherence.

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