brand-typography-systems

# Brand Typography Systems & Strategic Type Selection

Quick reference for developing strategic brand typography systems grounded in personality, hierarchy, and practical application.

> "Typography exists to honor content." — Robert Bringhurst, *The Elements of Typographic Style*

> "Typography and design should enhance communication, not just look attractive." — Erik Spiekermann

> "I can teach anyone good typography in two or three days. The craft is very simple, the rest is just practice." — Erik Spiekermann

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## Key Principles

1. **Start with personality** — Typography selection flows FROM brand personality TO typeface choices. Never the reverse.
2. **Honor content** — Beautiful type that doesn't serve content fails its purpose.
3. **Contrast through classification** — Serif + sans-serif pairing creates natural hierarchy without conflict.
4. **Form follows function** — Body text prioritizes legibility; display text can prioritize personality.
5. **Consistency builds recognition** — Every touchpoint reinforces (or undermines) brand perception.
6. **Accessibility is non-negotiable** — Design for the widest possible audience.
7. **Systems scale** — Create hierarchies that work across all applications and contexts.

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## Core Frameworks

### 1. Brand-First Typography Selection Process

Typography selection must flow from brand strategy, not aesthetic preference.

**The Process:**

| Step | Action | Purpose |
|------|--------|---------|
| 1 | **Define Brand Personality** | Identify 3-5 traits that define brand voice and image |
| 2 | **Understand Target Audience** | Demographics, preferences, industry expectations |
| 3 | **Gather Inspiration** | Analyze competitors, identify differentiation opportunities |
| 4 | **Select and Pair Fonts** | Create mockups across touchpoints (print, web, mobile) |
| 5 | **Establish Hierarchy** | Define primary, secondary, tertiary with clear purposes |
| 6 | **Create Guidelines** | Document everything with examples and specif