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Typeface selection, hierarchy, licensing and typographic systems. 3 Inkbot Design articles on typography for professional services firms.
Brand typography is the system that governs how a company communicates in words: hierarchy, licences, platforms, accessibility and languages. Choose that system before the typeface, because a font selected in isolation cannot survive real content, real teams or business growth.
Variable fonts give designers more control, but accessibility depends on how typography behaves in the finished website. Separate WCAG requirements from readability preferences, preserve reader overrides, and test contrast, resizing, spacing and reflow before approving a rebrand. A font demonstration cannot replace evidence that clients can use your actual pages.
A logo font is not a brand personality selector; it is the most constrained piece of typography in the identity system. Discover why professional wordmarks require strategic spacing, distinctive customisation, and legal clearance... not just a £30 typeface download.