Your customers see your brand through design and typography. Typography is your brand’s ambassador. It is your visual voice, speaking for you every hour of every day, everywhere your brand lives.
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.
We all know about the spinning rainbow wheel of death, but what about the “missing fonts error”? It can be just as frustrating for designers trying to do their work, which has drawbacks for agency operations as a whole and can damage your client’s trust in you.
As a disclaimer: There are no big secrets here, no giant revelations from my 20 years of design and type experience, but it may be helpful to see how someone else goes about the process of narrowing down their font options. Once you start giving focused thought and deliberate time to choosing fonts, your choices will get better.
From hidden viruses to incompatible applications, downloading free fonts comes with various challenges. Learn about the hidden dangers of free fonts and how a paid font library can help.
In the words of Monotype Creative Director, Charlie Nix, “Branding is always happening. There are no static brands.” And because brands are constantly evolving, they need pillars in place to keep them united.