A logo appears a few times a day. A typeface appears every time someone reads a word you wrote. If a brand makes promises, it keeps or breaks them in the paragraphs nobody frames and hangs on a wall.

Choose a pair, then choose a rhythm

Picking fonts is the easy part. The work is in the rhythm: line length, spacing, the way a heading sits above a paragraph, how the page breathes on a phone. We write that down as a short scale of sizes and spaces and refuse to add to it casually.

Two typefaces are plenty. A serif for voice and a sans for utility will carry nearly any brand, and the restraint makes room for the unexpected moment when you do break the rule.

Read it out loud

Before we sign off a type system we set a real paragraph, from the client’s real content, and read it aloud. If it sounds like the brand, it looks like the brand.

Spend your time where the reading happens.