Heading font
Shapes the character of the brand. It may stand out but must remain easy to read.
Branding
Typography: fonts that let your brand speak
Typography for your brand: suitable fonts, a clear hierarchy, licence-safe selection and privacy-friendly embedding on the web. Der-H Medien, nationwide.
Branding
Typography: what exactly is it?
Typography is the selection and use of fonts. It includes the font family, sizes, weights, spacing and the ordering of information on a page. It decides how legible a text is and how high-quality it looks.
Good typography is barely noticed: it guides the eye, makes what matters stand out and conveys a tone, for example calm, powerful or friendly. Poor typography, by contrast, is spotted immediately, for instance by too many fonts, text that is too small or a lack of order.
Background
Typography: why it matters.
Type is the voice of your brand in written form. A fixed, well-chosen font family looks calm, professional and distinctive.
It is also worth looking at the legal side: fonts come with licences, which can apply separately to print, web and app.
Overview
Typography: building blocks and variants.
Body text font
A calm, highly legible font for longer texts, including on small screens.
Hierarchy
A clear gradation of headings, subheadings and text, so that content can be grasped at once.
Licences
Fonts have terms of use, which can apply separately to print, web and app.
Web embedding
Embedding fonts locally or using system fonts, with no requests to third parties, for data protection and speed.
Our work
Typography: what we do for you.
Font selection
One font for headings and one for body text, matching your character.
Hierarchy
Clear sizes, weights and spacing, so that content can be grasped at once.
Licence clarification
We choose fonts you can use with legal certainty and keep a record of the licences.
Embedding on the web
Fonts are embedded locally or used as system fonts, with no requests to third parties.
Quality
Typography: how to recognise good work.
- No more than three fonts in use
- Body text is readable on a phone without zooming
- Line spacing and line length are comfortable
- The heading hierarchy is clear
- Licences for all fonts used have been clarified
- Web fonts are not loaded from third-party servers
Costs
Typography: what it costs.
Typography is usually part of the corporate design. Extra effort arises when licences for several areas of use have to be clarified or when a font is to be customised.
The calculation behind this: How we calculate our prices.
What determines the price
- Number and type of fonts
- Licence costs for print, web, app
- Building the hierarchy for many applications
- Documentation in guidelines
What you can prepare
- Existing fonts and printed materials
- Examples of font styles you like
- Where it will be used: web, print, signage
Pitfalls
Typography: common mistakes.
- more than three fonts at once
- fonts without a suitable licence
- web fonts that are loaded from third-party servers on every page view
- type that is too small or too thin on a phone
Frequently asked questions
Questions about typography.
Can I use any font I have on my computer?
No. Many fonts are licensed only for private use or only for certain purposes. We choose licence-safe fonts from the outset.
Why do you embed fonts locally?
If fonts are loaded from third-party servers, visitors' IP addresses are transmitted in the process. We avoid that, and the page usually loads faster as well.
What is a system font?
A font that is already present on the visitor's device. It loads instantly, and no data is transmitted to third parties.
Does a font suit every sector?
Fonts have character. We choose so that tone and target audience fit together.
Guides
Further reading.
What does an advertising agency actually do?What an advertising agency does, which services it covers, when working with one pays off and what to look for when choosing an agency.Read more →Having a Logo Developed: Process, Variants and FilesHow logo development works: briefing, drafts, refinement, variants and files. With pointers on what to look out for.Read more →Corporate design: what does it include?Corporate design explained: logo, colours, typeface, imagery, layout rules and applications. With a checklist for businesses.Read more →Corporate Identity and Corporate Design: The DifferenceCorporate identity, corporate design, corporate behaviour and corporate communication explained: the difference and how the building blocks work together.Read more →Developing a claim and slogan: making it stickDeveloping a claim and slogan: what a claim does, features of good ones, a four-step approach and the mistakes you should avoid.Read more →Finding a Brand Name: Criteria and ChecksFinding a brand name: criteria for a good name, how the naming process works, and checking availability, domain and trade mark rights.Read more →
More topics in Branding
Want to settle the typography for your business?
Where are you getting stuck with typography? A short note is enough; we will sort out the rest in conversation.