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 specifications

Key Insight: "If the brand can define itself using descriptions to capture the tone, personality, and principles—we can translate that into typographic forms."

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2. Modular Scale Typography System

A mathematical approach to creating harmonious type hierarchies using consistent ratios.

Common Ratios:

Ratio	Value	Character	Best For
Minor Second	1.067	Subtle increments	Dense layouts, data-heavy UIs
Major Second	1.125	Slightly noticeable	Functional interfaces
Minor Third	1.200	Moderate differentiation	Balanced content hierarchy
Major Third	1.250	Clear hierarchy	General UI design
Perfect Fourth	1.333	Distinct visual hierarchy	Editorial, marketing
Golden Ratio	1.618	Dramatic, high-end	Premium brands, display-heavy

The Process:

1. Define Base Size: Start with 16px for web (browser default, accessibility baseline)
2. Choose a Ratio: Match to brand personality and content type
3. Calculate Sizes: Multiply base by ratio for each step up, divide for steps down
4. Apply to Hierarchy: Map calculated sizes to H1–H6, body, captions
5. Test Responsively: Adjust ratio or base for different screen sizes

Key Principle: Limit to 6-8 distinct sizes. Larger screens can use more dramatic ratios; smaller screens benefit from conservative ratios.

Tools: Typescale.io | Type Scale Tool

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3. Ellen Lupton's "Thinking with Type" Framework

A comprehensive approach covering three interconnected systems:

System	Focus	Key Elements
Letter	Individual characters	Typeface anatomy, classification, personality
Text	Words and paragraphs	Alignment, spacing, kerning, tracking, leading
Grid	Page structure	Columns, margins, spatial relationships

Key Principles:

• "Learn the rules and how to break them"
• Historical context informs modern practice
• Visual balance and Gestalt grouping guide effective layouts
• Accessibility and legibility are non-negotiable

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Font Classification & Personality Matrix

Classification	Personality Traits	Best For	Example Industries
Serif	Traditional, classical, reliable, authoritative, sophisticated	Long-form reading, heritage positioning, trust	Law firms, finance, luxury, editorial
Sans-Serif	Modern, clean, minimal, approachable, contemporary	Digital interfaces, startups, accessibility	Tech, SaaS, healthcare, contemporary retail
Script	Elegant, distinctive, personal, feminine	Special occasions, luxury accents	Fashion, wedding, high-end beauty
Handwritten	Artsy, informal, fun, playful, authentic	Personal connection, casual brands	Creative agencies, children's products, artisan food
Display/Decorative	Bold, attention-grabbing, distinctive	Headlines only, limited accent use	Entertainment, events, creative campaigns
Slab Serif	Strong, sturdy, mechanical, modern-classic	Technology with heritage, contemporary editorial	Construction, automotive, journalism
Monospace	Technical, precise, developer-oriented	Code, data, technical documentation	Developer tools, fintech, data platforms

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Serif vs. Sans-Serif Decision Framework

Choose Serif When:

• Brand leans artisanal, authoritative, or editorial
• Industries: Boutique hotels, legal firms, investment advisory, craft producers, heritage brands
• Long-form print content leads touchpoints
• You want to convey tradition, trust, premium positioning
• Target audience expects established credibility

Choose Sans-Serif When:

• 70%+ of touchpoints are digital UI (apps, dashboards, small screens)
• Industries: Tech, startups, digital products, contemporary retail, healthcare
• Quick legibility is paramount
• You want to convey modernity, accessibility, innovation
• Audiences expect contemporary, forward-thinking brands

Note: High-resolution displays have reduced the screen legibility gap between serif and sans-serif. Context and specific typeface matter more than classification alone.

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Typeface Evaluation Criteria

Seven dimensions for evaluating any typeface:

Criterion	Question to Ask	Why It Matters
Comprehensiveness	Does it have all characters, weights, and styles needed?	Brand needs evolve; typeface must grow with you
Legibility	Is it readable at small sizes? Are characters distinctive?	Content must be consumable
Versatility	Works across headlines, body, captions, different media?	One system must serve many contexts
Complementarity	Works well with logo, colors, imagery?	Typography exists within visual system
Distinctiveness	Helps differentiate from competitors?	Typography is branding opportunity
Technical Readiness	Available as web font? Proper licensing? Variable font?	Implementation constraints matter
X-Height Appropriateness	Optimal for intended sizes?	Higher x-height improves screen legibility, but extremely high reduces word-shape recognition

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Font Pairing Principles

The Classic Approach: Contrast Through Classification

The oldest reliable rule: pair serif with sans-serif. This creates clear contrast through form while allowing both typefaces to serve distinct purposes.

Five Key Principles

1. Seek Contrast, Not Conflict

   "When two styles are paired that are almost the same—but not quite—they begin to clash, like wearing two slightly different plaid patterns at once." — Ellen Lupton

2. Avoid "Typographic Mud": Typefaces from the same classification but different families can blur together without creating meaningful distinction.

3. Create Meaningful Hierarchy: Use contrast in weight, size, and style to guide readers.

4. Limit Strong Personalities: Mixing two bold typographic personalities rarely works—they compete for attention.

5. Consider Weight Contrast: Bolder weights for titles, lighter for body (or vice versa for specific effects).

Practical Tips

• Keep one font simple when using a distinctive display font
• Serif headlines + sans-serif body (or reverse) is reliable
• Look for shared characteristics: similar x-heights, proportions, or historical era
• Test extensively in real content contexts before committing

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Typography Spacing Guidelines

Line Height (Leading)

Text Type	Line Height	Rationale
Headlines	1.1 - 1.25	Tight for impact
Subheads	1.25 - 1.35	Moderate
Body copy	1.5 - 1.7	Optimal readability
Long-form content	1.6 - 1.8	Extra breathing room

Letter Spacing (Tracking)

Context	Tracking	Rationale
Large headlines (>36px)	-0.02em to -0.01em	Tighten for impact
Medium headings	0	Default
Body text	0	Designed for optimal spacing
Small text (<14px)	0.01em to 0.02em	Open up for legibility
All caps	0.05em to 0.1em	Always add spacing
Buttons/Labels	0.05em	Improve readability

Line Length (Measure)

• Optimal: 50-75 characters per line (66 often cited as ideal)
• Minimum: 45 characters (below = choppy reading)
• Maximum: 80 characters (above = eye strain)

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Digital Typography Specifics

Variable Fonts

What They Are: Single font file containing all weights, widths, and styles through continuous interpolation.

Benefits:

• Performance: One file vs. multiple static files (e.g., 405KB vs 1,170KB for full Source Sans Pro family)
• Design Flexibility: Access any weight (e.g., 450, not just 400 or 500)
• Responsive Typography: Adjust weight/width based on viewport
• Animation: Smooth transitions between styles

Key Axes:

Axis	Code	Range	Effect
Weight	wght	Thin to Black	Stroke thickness
Width	wdth	Condensed to Extended	Character width
Italic	ital	Upright to Italic	Roman/italic switch
Slant	slnt	Angle of lean	Oblique angle
Optical Size	opsz	Size-specific adjustments	Auto-adjusts details for size

Web Font Performance

The Problem: Custom fonts require downloads that delay text rendering.

FOIT vs FOUT:

• FOIT (Flash of Invisible Text): Browser hides text until font loads—poor UX
• FOUT (Flash of Unstyled Text): Shows fallback font first, swaps when ready—preferred

Recommended Strategies:

1. Use font-display: swap
2. Preload critical fonts
3. Use font-display: optional for maximum performance
4. Match fallback metrics to reduce layout shift

Responsive Typography

Fluid Typography with clamp():

h1 {
  font-size: clamp(2rem, 5vw, 4rem);
}

• Minimum: 2rem (won't shrink below)
• Preferred: 5vw (scales with viewport)
• Maximum: 4rem (won't grow above)

System Font Stacks

When to Use: Applications, dashboards, content-heavy tools where neutrality and performance matter.

Modern System Font Stack:

font-family: -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto,
             Oxygen-Sans, Ubuntu, Cantarell, "Helvetica Neue", sans-serif;

Resource: Modern Font Stacks

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WCAG Typography Requirements

Contrast Ratios

Standard	Ratio	Use Case
Level AA (minimum)	4.5:1	Normal text
Level AA (minimum)	3:1	Large text (24px+ or 18.5px bold)
Level AAA (enhanced)	7:1	Normal text
Level AAA (enhanced)	4.5:1	Large text

Text Resizing (WCAG 1.4.4)

• Text must be resizable to 200% without loss of content or functionality
• Use relative units (rem, em, %) not fixed pixels

Text Spacing (WCAG 1.4.12)

Must accommodate user overrides for:

• Line height: 1.5x font size
• Paragraph spacing: 2x font size
• Letter spacing: 0.12x font size
• Word spacing: 0.16x font size

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Dyslexia-Friendly Typography

Key Characteristics:

• Simple letter shapes (sans-serif generally preferred)
• Wider letter and word spacing
• Distinct letterforms (clear b/d, p/q differentiation)
• Upright (avoid italics for body text)
• Adequate size (16px+ for body)

Recommended Fonts:

Font	Why It Works
Lexend	Specifically designed for readability and dyslexia
Open Sans	Clear shapes, generous spacing
Verdana	Clear letter shapes, uniformity
Atkinson Hyperlegible	Designed for low-vision readers, benefits all
Inter	Clear shapes, excellent for digital

Key Finding: Sans-serif, monospaced, and roman fonts are most readable for dyslexic readers. Italics significantly reduce readability.

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Print vs. Digital Considerations

Factor	Print	Digital
Resolution	300 dpi	72-100 ppi (varies by screen)
Body Font Size	10-12pt typical	15-25px typical
Font Freedom	Any font works if printed	Limited by availability/licensing
Rendering	Consistent across prints	Varies by device/browser
Serif Readability	Excellent for long text	Depends on screen quality

Cross-Channel Best Practices

• Choose typefaces designed for both environments
• Test selected fonts in both print and digital mockups
• Consider typeface superfamilies (versions optimized for each medium)
• Ensure licensing covers all intended uses
• Document specific size/weight adjustments needed per medium

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Font Licensing

License Types

Type	Use Case	Typical Limits
Desktop	Design software, print materials	Number of users/devices
Web	Websites via CSS	Page views, domains
App	Mobile/desktop applications	App downloads, platforms
ePub	Digital publications	Title count
Server/API	Dynamic image generation	Impressions

Key Considerations

1. Read the EULA: Every foundry's terms differ
2. Logo Use: Some licenses explicitly prohibit logo use
3. Client Work: Clients need their own license; you cannot transfer yours
4. Modifications: Most licenses prohibit altering font files
5. Embedding: PDF embedding, video embedding have specific rules

Open Source Options

• SIL Open Font License (OFL): Free for personal and commercial use, can modify
• Google Fonts: All fonts licensed for commercial use
• The League of Moveable Type: Quality open-source fonts

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Recommended Free Fonts (Google Fonts)

Sans-Serif

• Inter: Excellent for digital interfaces, 9 weights
• DM Sans: Clean, geometric, 9 weights
• Source Sans Pro: Adobe's first open-source font
• Work Sans: Versatile, 9 weights
• Fira Sans: Space-efficient, originally for Mozilla

Serif

• Lora: Modern and classic elements, excellent readability
• Cormorant: Elegant display serif
• Playfair Display: High contrast, editorial feel
• Merriweather: Designed for screen, highly readable

Display

• Montserrat: Geometric, contemporary
• Raleway: Thin, sophisticated
• Oswald: Bold, structured

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Common Mistakes

Mistake	Problem	Solution
Inconsistent font usage across platforms	Harms brand recognition	Document and enforce typography system
Too many fonts	Creates visual chaos	Stick to 2-3 maximum
Sacrificing readability for style	Audience can't consume content	Test legibility at actual use sizes
Ignoring licensing	Legal liability	Audit all fonts, ensure proper licenses
Mismatched personality	Typography undermines brand message	Start with personality, select to match
Low contrast text	Fails accessibility, hard to read	Use contrast checkers, meet WCAG AA
Over-styling	Shadows, gradients look unprofessional	Keep typography clean and purposeful
Ignoring mobile	Fails on primary device category	Test across all device sizes
Using trendy fonts	Dates quickly, requires rebrand	Choose timeless options
Skipping hierarchy	Users can't navigate content	Define clear size/weight distinctions
Not testing across media	Print and digital render differently	Test in both contexts
Default fonts for logos	Lacks distinctiveness	Custom or carefully selected typefaces only

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Key Mental Models

Contrast Through Classification: Serif + sans-serif pairing creates natural hierarchy and visual interest without conflict.

Form Follows Function: Body text prioritizes legibility; display text can prioritize personality.

Consistency Builds Recognition: Every touchpoint reinforces (or undermines) brand perception.

Accessibility is Non-Negotiable: Design for the widest possible audience—good accessibility is good design.

Start With Personality: Typography selection flows FROM brand personality TO typeface choices. Never the reverse.

If You Have Fewer Choices: "It doesn't necessarily make your life more difficult. It often makes it easier." — Erik Spiekermann

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Templates

See reference/templates.md for:

• Typography System Documentation Template (complete output structure)
• Modular Scale Calculator Reference
• Accessibility Testing Checklist
• Font Licensing Checklist

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When to Apply This Knowledge

During Strategy Phase

• Apply Brand-First Typography Selection Process
• Use Font Classification & Personality Matrix
• Consider Serif vs. Sans-Serif Decision Framework

During Font Selection

• Apply Typeface Evaluation Criteria (7 dimensions)
• Use Font Pairing Principles
• Research font options (Google Fonts, premium foundries)

During Hierarchy Development

• Apply Modular Scale System
• Set spacing guidelines (line height, tracking, measure)
• Define typography tokens

During Validation

• Test WCAG accessibility requirements
• Verify dyslexia-friendly considerations
• Test across print and digital
• Check font licensing