In ten years of working on logos and brand identities I have probably looked at tens of thousands of typographic solutions. And do you know what I noticed? Business owners almost never get colour wrong: they intuitively feel that red is aggressive and green is calming. Fonts are a different story. People pick a typeface on a “like it \/ don’t like it” basis and are then surprised that the brand looks cheap, even though a professional drew the logo.<\/p>\n\n\n\n
A font is not decoration. It is the voice of your brand. And once you learn to hear it, you can pick your typography in half an hour without any design training. That is exactly what this article is about.<\/p>\n\n\n\n
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