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Typography is the art and technique of arranging type to make written language both legible and appealing. And it has a long, rich history dating all the way back to cave drawings. (Though boxy buffaloes are, of course, a far cry from today’s ubiquitous Helvetica.)

But no matter what the future of letters brings, there are a few secrets your brand can employ for a timeless look—and a couple words you can drop the next time you want to impress an art director (which, let’s be honest, is all the time).

Typeface Style

Typography can represent the tone, feel, and values of your brand. No presh! But whatever your message (couldn’t you just sink into these fluffy pillows?) every aspect of a font has its own personality, so make sure you’re picking the right one for your brand.

And give it a good, hard think before going straight for the sans serif.

Hierarchy

A “type hierarchy” is a system for organizing the type within your work. Here, visual contrast is key. It helps establish an order of importance, and helps your main idea lead, so your message makes it all the way to potential consumers’ eyeballs.

Leading, Tracking, and Kerning

Leading is the space between multiple lines of type. Tracking is the space between groups of letters, and kerning is the space between individual letters.

Sure, these may sound like minute differences. But when set too closely together, words are indecipherable; set too far apart, and they’re awkward to read (kudos on the social distancing, though). Don’t believe us? Shake your head at these casually NSFW kerning fails.

We hope you enjoyed our quick trip through Typeland. Be sure to drop this visual vocab into your next conversation with creatives, hold onto your glyphs, and watch their heads explode.

Have an aesthetically pleasing weekend, everybody!

—Your type-A-OK friends at Brokaw

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