All notes
Typography
4 min read
The type behind a calm brand
How we pick one typeface that can carry a whole brand without shouting.
A calm brand starts with a typeface that can be loud when it needs to and quiet the rest of the time.
One family, many voices
We look for a family with a confident bold, a readable regular and an italic with character. Then we set rules for when each one speaks.
Test it on the boring pages
Anyone can make a headline look good. We test typefaces on pricing tables, error messages and receipts first.
