Digital Typography

Typography says everything you need to know about a brand. Next to the logo, it’s perhaps one of the most important decisions a brand can take as it will be one of the main ways a brand communicates with its customers.

A strong brand identity relies on careful thought and practice. A brand will usually have different fonts for different things, one for headers, another for text, another for quotes and maybe another for subheadings etc…

Sans Serif vs Serif

Fonts fall into two distinct categories with many other subcategories. These are serif and sans-serif.
Serifs are the little additional bits you get on the letters, such as The Times Headline. Those tine bits that decorate the letter, they’re serifs.
Sans is Latin for without, so naturally, sans serif, is a type without serif.

The use cases for these types of font vary. When reading font on a screen, it’s clearer to see letters without the serifs, allowing for better readability is key when using small screens.

Serifs are used to convey weight and grandeur, especially when used in big titles. If you look at brands that want to convey a sense of traditionalism, they’ll often use serifs as sans serif are relatively new to the scene. Conversely, more modern brands who want a cleaner look will often vouch for the sans serif.

Font Weight

Another thing to consider is the font-weight. Not all fonts have all weights, but most will have some. Something we’re all familiar with is the bold type, used by many to highlight certain words in a text and easy to use when in a word document. Weight can also go the other way though, making something lighter means to thin words out rather than have them heavy

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