Definition
The brand's fonts and how they pair: one headline face with personality, one body face for reading, a size hierarchy and fallback fonts for those without the license.
In practice
Two fonts are enough. Define the system fallback (Arial, Segoe) for Word, email and PowerPoint — it's where the brand breaks most.
Amplifik service related to this term
Visual identity & brand book
Logo, palette, typography, graphics and the manual that gets your team and suppliers using it right.
Related terms
Keep reading
What we learn by doing.
03
Brand book: what brand guidelines must include to actually get used
Brand guidelines nobody opens are an expensive PDF. These are the chapters that get it consulted.
08
Brand typography: how to choose your company's fonts
Two fonts, one hierarchy, one license. And a fallback for whoever doesn't have the original.
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