Typography gives an impression of your brand before a sentence is fully read.
Start with the brand character
Discuss the character the brand should express before choosing a typeface. Warmth, precision, or confidence should be tested against the audience and the content people will actually read.
Test with real content
Try product names, long headings, numbers, and form labels. Test each language independently and adjust proportions so the system works beyond a polished sample headline.
Build a restrained system
Use a focused set of families and weights. Establish hierarchy through size, line height, and spacing, then translate those choices into tokens shared by design and engineering.
Plan for delivery and licensing
Confirm licensing and loading costs early. Use real weights, appropriate subsets, and a considered fallback stack so the visual identity remains dependable in real browsing conditions.
