Let's talk about typography – and how it can make or break a brand, a piece of design, or any piece of content you put out there.
I've been working in the creative industry for over 30 years now, and I keep seeing the same mistakes being made when it comes to typography. Two big ones, actually. Let me walk you through them.
Mistake 1: Chasing Trends
One of the biggest mistakes I see designers making is choosing whatever hot, trending typeface everyone else is using right now.
What are the current trends? Well, it's always changing. Right now, for example, you see a lot of these large ink traps, or super ornate Art Nouveau-style typography everywhere.
The problem? If it's already hot and trendy, in a few short years it's going to look dated.
Now, don't get me wrong – trendy type can work fine for a short-lived campaign or for an evolving, dynamic brand where it makes sense to lean into current trends. But for most brands? You're building something that needs to last.
Mistake 2: Timeless But Lifeless
The other big issue I see? Designers choose more timeless typefaces – which is great – but they have no personality or memorability anywhere else in the brand.
You're choosing a typeface like Helvetica, and none of your other brand elements are memorable or unique. What you end up with is a Swiss modernist bore of a brand that no one cares to remember.
Helvetica is beautiful. It's functional. It's timeless. But if that's all you've got – if your entire brand is built on neutrality – you've disappeared into the background.
The Solution: Custom Type Design
That's why I often recommend creating custom typefaces when possible – typefaces that become little brand identities in and of themselves.
People often think custom type is not affordable. But here's the thing: For a lot of larger brands, it's actually even more affordable than licensing an existing typeface over the long term. You own it. It's yours. It's exclusive.
That said, I also work with smaller brands where custom type isn't in the budget at all. And I'll talk about what I recommend in those cases in a moment.
What Does Custom Type Actually Look Like?
Let me give you some examples of what custom type can do.
Imagine you're building a coffee roaster brand for a modern audience – people who want to have fun and enjoy coffee without all the pretentious etiquette and complicated rules of the traditional coffee-barista world.
Your typeface should embody that mission. It should be fun. Loud. Bold. Anything but pretentious. A custom typeface developed specifically for that brand becomes part of the story – it reinforces the attitude before a single word is read.
Or take a mystery drama – something with luxury, intrigue, danger, and sophistication all mixed together. A custom elegant serif that feels both timeless and cinematic can bring a sense of mystery and allure to the entire brand. It sets the mood before the first scene even plays.
That's the power of custom type. It's not just letters on a screen – it's storytelling through form.
What If Custom Type Isn't in the Budget?
Now, as I mentioned, not every brand is going to have the budget for custom type. And that's completely okay.
Luckily, there are some incredible independent foundries out there that offer unique and notable typefaces. Finding the right one can truly feel like a treasure hunt – you're staring at and testing hundreds and hundreds of fonts over many weeks.
But when you find the right one? It's really worth it.
In fact, this is one of the reasons I founded Tabula Type Studio. I wanted to create a foundry that had typefaces that were both timeless but also had a lot of personality and memorability to them. Fonts that can give brands a voice without requiring a full custom development.
Typography Isn't Just About Looking Pretty
So to summarize: Typography isn't just about looking pretty. It's a really strong way to visualize a brand's values and bring emotion into your creative work.
It can help tell the story of your content – whether that's fun and playful, or refined and serious, or bold and out there.
Fonts aren't just letters on a screen. They set the mood. They tell a story. They give your brand a voice.
And if you want your brand to have a voice worth remembering – you need to think carefully about typography.
Want to talk about typography for your brand?
Whether you're looking for a typeface from our catalogue or interested in custom type design, I'd love to hear about your project.