What does the font do?
“Font” refers to the typography and styles you choose for your communications. Typography says a lot about your brand, so choose your styles wisely.
Typography is more than just choosing a pretty font. It’s an essential part of the design, experience and visibility.
Good typography establishes a strong visual hierarchy, is practical and unique, and provides graphic balance while setting the tone of your voice.
Your typography should guide and inform your users. It should be optimized for readability, accessibility, and to ensure an excellent user experience and meet numerous technical and practical constraints.
For example, GAP’s consistent use of typography is a crucial part of their visual identity system. Like the clothing they make, Helvetica Neue has a crisp, clean, contemporary feel, good depth in all applications, and holds up well in different media.
There are thousands of fonts to choose from, but to get your message across successfully, you need to connect design, purpose and technicality.