Typography is the brand's visual voice. The same sentence in a geometric face (like the Glacial Indifference we use here) or in an editorial serif says different things before it's read.
How many fonts
Two. One for headlines, with personality, and one for body, made for long reading. A third only for a specific use (code, numbers in tables). More than that is noise.
How to pair
- Contrast of style: geometric + humanist, serif + sans. Two similar ones fight.
- Same "temperature": don't mix a playful font with a corporate one.
- Test the worst case: a 400-word paragraph on a phone. If it tires, swap.
Licensing
Fonts have owners. Google Fonts and OFL-licensed fonts can go on the website and in print at no cost. Commercial fonts need a license per use (desktop, web, app) — and the brand book needs to say which.
Fallbacks
Not every vendor will have the font. Define a system fallback (Arial, Segoe, Helvetica) for email, Word and PowerPoint, and write it in the brand book.
Hierarchy
Define sizes and weights for: page title, section title, subtitle, body, caption, eyebrow (the small uppercase label). With that, any new piece is born looking like the brand — and design becomes a consequence, not an invention.
Need this in your company?
Tell us what you need. Within one business day you'll get a direction — and, if it makes sense, a proposal.
Chat on WhatsApp