7 important considerations for shaping a brand’s typographic style

Visual identity is a powerful tool that enables a brand to differentiate itself from its competitors while simultaneously expressing a point of view and unique personality traits. Whether in the process of developing new or augmenting existing visual identities, typography often takes a back seat to logo design, or choice of color and imagery. However, typography plays a fundamental role in the development of a brand’s perception and should be paid as much attention as other elements of the visual expression. When making decisions about the typography of your brand, keep these considerations in mind:

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