Brand typography selection services

What the service should deliver

Judging options in real content

Typefaces shown in a sample sentence can be misleading. Ask to see shortlisted pairings set in your own material: a service page, a quote or proposal, a price list, a social post. This reveals practical issues such as how numbers look in a price table, whether long words fit in headings and whether the text face is comfortable over several paragraphs.

Seeing options at the actual sizes customers will see, including on a phone, is more useful than large presentation boards.

What a licence review covers

How the service runs

1. 01

   Understand

   Brand character, channels, languages and existing fonts reviewed.

   Output: Brief

2. 02

   Shortlist

   Pairings set in your content and explained.

   Output: Options

3. 03

   Decide and license

   Choice confirmed, licences reviewed and purchased in your name if needed.

   Output: Licensed typefaces

4. 04

   Implement

   Hierarchy, templates, web notes and fallbacks delivered.

   Output: Working typography

If you already have brand fonts

• Fonts are fine but used inconsistently

  A hierarchy and template styles may be all that is needed.

• Licences are unclear

  A licence review shows whether you are covered for every use.

• Fonts are hard to read

  A better text face can be added while keeping the heading face.

Licences in your name

Font licences should be held by your business, not by the designer, so you remain covered if you change suppliers. Ask the provider to explain the licence terms in plain language and to keep a record of what was purchased, for whom and for which uses. That record is useful later if staff numbers grow or the website changes.

Typography on the website

Web fonts add files that browsers must download, so loading only the weights you use keeps pages fast. A good service gives your developer notes on which files to load, how to set the fallback so text appears immediately while fonts load, and which sizes to use at each screen width. This keeps the website faithful to the brand without slowing it down.

Questions worth asking a provider

Ask how they choose a shortlist and what they will show you: a few well-reasoned pairings in your content are more useful than a long list of samples. Ask how they will check licences, whether they will purchase licences in your name or advise you to, and whether template and web implementation are included. Their answers show whether the service ends at a recommendation or delivers typography you can actually use.

Multilingual businesses

If your business communicates in more than one language, check that the typefaces include every character you need, and that headings and text look balanced across languages. Some languages need more space or different line heights, and some scripts need separate typefaces designed to work with the brand face. A provider should test this rather than assume it.

Signs your typography needs attention

• Documents use different fonts

  Staff are choosing their own, often because brand fonts are not installed.

• Website text is hard to read

  Size, spacing or the text face may need changing.

• No one knows the licence terms

  A review shows whether every use is covered.