What is typography and why does it matter?
Typography is the art of arranging type to make language visible, readable, and appealing. In brand design, it builds the visual voice of a brand. MIT research shows the brain takes only 90ms to evaluate typography.
Main font categories and brand applications
Serif (traditional, trustworthy, luxury), Sans-serif (modern, clean, friendly), Script/Handwritten (creative, personal, artisan), Display/Decorative (unique personality), and Monospace (technical, coding). Each category communicates different brand values.
Typography principles in brand design
Golden rule: Maximum 2-3 fonts per brand. Clear visual hierarchy (H1>H2>H3>Body>Caption). Minimum 16px body text on web. Appropriate line height (1.4-1.6x) and letter spacing.
Conclusion
Typography is an underappreciated investment with significant impact on brand perception. Deemlo Studio advises on and designs complete typography systems for brands in Long Xuyen, An Giang.
