Choosing typography that lasts
Trends age fast. Here is how to pick type your brand can live in for years.
Typography is the voice your brand speaks in even when nobody reads the words. Before falling for a trending typeface, ask three questions: does it stay legible at small sizes, does it carry the personality you actually want, and does it offer the weights and languages you will need as you grow?
Pairing is where most brands stumble. You rarely need more than two families — one with character for headlines, one built for reading. Contrast between them should be obvious: serif with grotesque, sharp with warm. Similar-but-different pairs always look like a mistake.
And license properly. A typeface that ships on your site, your product and your decks is infrastructure, not decoration — treat the license like you treat your domain name.