5 tips on typography

10 September 2020

• give me five

We all know and recognise that typography has its own character. So it’s not a choice that you should leave to chance.

#1

Approachable or well established?

Use capitals if you want to come across as determined, and lower case - even for the initial of a name - to express proximity.

#2

History vs. modernity.

If you want to position yourself in the present day, choose a sans serif font, but if you want to come across as a benchmark, go for a serif font.

#3

'Italicise' with care.

Don’t abuse italics, as they tire the eye, especially when using all capitals.

#4

Let your letters breathe.

While some brands try to make it their style, avoid putting letters too close together, and make sure they look balanced - which doesn’t necessarily mean being mathematical about it.

#5

Use contrasts to your advantage.

If you cannot/don’t want to choose one family of fonts, highlight the difference and change register (a simple, unpretentious font for a script or handwriting for example).