Your font choice is often the first impression your audience gets of your brand. It tells them who you are, what you value, and how you make them feel.
Stick to a Font Family: Use the same typography across all platforms - website, social media, print. Consistency breeds recognition. Evolve with Intention: Brands grow, and their typography should, too.
Think of Harvard University or Vogue. Serif fonts ooze sophistication and trust. Sans-Serif for Modernity: Google, Airbnb, and Spotify all use sans-serif fonts to convey simplicity and approachability.
Your typography should feel like an extension of your brand's personality - consistent, memorable, and authentic. According to Ellen Lupton, mastering type families is the foundation of good typography.
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