When it comes to your brand, your customers aren’t just evaluating your logo or your colors or the typography, they’re evaluating how your brand makes them feel. More than anything, brands are built on feelings—all the thought you put into design and the experience is simply in service of creating a feeling.

As people—and brands—continue sprinting toward digitally immersed experiences, a human, personal online presence will make a big difference. Here’s how can design help make that possible.

With seemingly every business in the world launching apps, online services, and other digital properties as they cope with disruptions from the COVID crisis, many brands are likely wondering how they can stand out from all the sudden digital noise.

Perhaps the biggest challenge is not figuring out how to return to whatever “normal” used to look like, but how to let go of the vision we held for the future we thought we’d have.

Malou Verlomme’s Macklin superfamily is a gently irreverent take on the display type of the late 19th century, with an elegant twist that updates these letterforms for modern use. Choose one style, or use the entire variable family as a type toolbox.

Let’s look at how design and typography can help keep brand sentiment strong while sending a message that assures your customers you get what’s going on.

Modern brands are not static, stationary objects. Today’s brands need to be agile and adaptable, permanently poised to respond to shifts in consumer expectations, emerging technology, and opportunities in other regions and languages.

You know what they say, “classics never go out of style.” Maybe this is true, maybe it isn’t. But one thing is certain: When sans serifs took over typography in the early 1900s, they weren’t just a fad. They came to stay.