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Typography

Brand

The majority of a user's interface is text, so it tends to make quite an impression. Whether it's expressive or informative, its intention should be to accurately represent the brand.

That's why it's worthwhile to consider its properties, usage and structure. That's what the checklist and resources below will help you with.

Checklist

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Weight

Whether the typeface/s are thin, regular, medium, bold or black

Leading / line spacing

The amount of vertical spacing between two lines of text

Kerning / letter spacing

The horizontal spacing between letters in text

Letter case

Whether the typeface is uppercase, lowercase, sentence case

⭐️ Consider where the text is applied and how the letter case appears in each instance

Hierarchy

The organisation of typefaces to structure information

⭐️ The 4 checklist items above should help define a hierarchy, as these values should be different between each font style

Usage

The do's and don'ts of how type is used e.g. what restrictions must apply, when to use which type where

⭐️ Visual examples of do's and don'ts help convey them clearer

Pairings

Related to hierarchy, and how your fonts combine and interact with each other

Guidelines

Documentation outlining all of the above to cement the principles

Articles
How to select fonts for your brand
99designs
The importance of your brand's typography
Brand by Kelly
How to Structure an Effective Typographic Hierarchy
Toptal
Examples
Uber
Airbnb
Other
branding
checklists
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