Typography

Typography is the style and arrangement of text used by a brand. It includes the fonts chosen, how they’re sized, spaced, and combined, and how text appears across different materials.

Why it matters
Typography shapes how information is read and felt. Clear, consistent type makes content easier to understand and helps establish a brand’s personality, whether that feels modern, classic, playful, or serious.

What typography is not
Typography is not just picking a font you like. Without consistency and intention, type choices can distract, reduce readability, or make a brand feel fragmented.

Where this shows up

• Websites and digital products
• Headlines, body text, and captions
• Marketing materials and presentations
• Packaging and printed assets

Related terms

• Visual Identity (the system typography supports)
• Brand Voice (how words sound and feel together with type)
• Brand Guidelines (rules for using type consistently)