The five-font problem

Most brands we inherit use five or six typefaces: one for the logo, one for headlines, one someone liked on a pitch deck and a few that came with templates. Each one makes the brand a little harder to recognise.

One family, many voices

A good type family with a wide range of weights can shout, whisper and explain. When everything is set in one family, the brand becomes recognisable even without the logo.

When a second font earns its place

We allow a second typeface when it does a job the first cannot, like an expressive serif for a single accent word. If it is only there because it looks nice, it goes.