Brand Typography Systems

A brand's typeface is its voice made visible. Serif typefaces (Times, Garamond, Baskerville) communicate tradition, authority, and refinement—used by law firms, luxury brands, and newspapers. Sans-serif typefaces (Helvetica, Futura, Inter) communicate modernity, clarity, and approachability—used by tech companies and contemporary brands. Display typefaces add personality but are used sparingly for headlines only. Choose one primary typeface for most communications and one secondary for contrast. The two should complement, not compete: a geometric sans (Futura) pairs well with a humanist serif (Garamond) because their structures differ enough to create visual interest.