Typography is necessary for legibility, information hierarchy, bespoke branding, emphasis on certain words, aesthetics and accessibility for those with visual impairments.

Selecting the right typography is crucial when creating a bespoke brand identity. One with its own mood, personality, tone of voice, messaging, intended emotional response and target audience.

It’s not all about those dream fonts though. Application is equally important, which requires a solid understanding of how to roll out an effective visual hierarchy across all collateral.