Typography

What is typography?

Typography is more than just choosing a font. It is the art and technique of visually designing written language so that it is legible, understandable, and appealing. In short: the craft behind every text we encounter every day—on websites, posters, in books, apps, or on packaging.

Typography can be divided into three levels. Macrotypography deals with the big picture: page format, columns, and overall layout. Microtypography delves into the finer details: character spacing, line spacing, and font size. And type design focuses on creating new letters and characters themselves. Together, they determine whether a text is a pleasure to read or whether the reader stops after just two lines.

Typography essentially consists of three elements: the typeface, the layout, and the visual hierarchy. The latter determines what catches the eye first—headings, body text, calls to action—and thus subconsciously guides the reader’s gaze and comprehension.

What role does typography play for brands?

Typography is one of the most underrated tools in branding. Yet it often makes an impact before a text is even read. Type conveys emotions: An angular, sans-serif font has a different effect than a rounded, curvy one. A large, bold typeface conveys something different than a delicate, elegant one. All of this happens in milliseconds and influences how people perceive a brand.

No wonder, then, that iconic brands are instantly recognizable by their lettering. Brand typography is a brand’s visual voice. It conveys tone, values, and personality even before a single word has been read. And it directly contributes to the user experience: Good typography makes content more accessible, strengthens brand loyalty, and keeps people engaged longer.

How does typography become a brand's voice?

Brand typography combines readability, aesthetics, and strategic impact. Based on the target audience, brand personality, and the requirements of various channels, appropriate typefaces and typeface combinations are developed and tested. This process involves testing how they function in different sizes, formats, and across various touchpoints—from print media to smartphones. Binding usage guidelines ensure that the typography remains consistent and that the brand is recognizable in every application.