Typography and typographic rules have been around since the mid 1400’s and over that time many talented and dedicated individuals have given us a great toolbox to help us accurately and professionally communicate using the written word. The principles of leading kerning and the use of white space all help create copy that is both legible and engaging.
The PC and desktop publishing has of course democratised the publishing art which means that as individuals we are all able to become publishers.
To present a unified and professional identity you should pick a small number of fonts (I try and stick to two, three at most) for different uses and stick with them religiously across the board from web to print, the headline font should reflect your organisations personality and ethos.
It is also vital that you maintain a consistent vertical rhythm between your heading and body copy to ensure your carefully crafted words are easy to read and have “room to breathe”.
You can of course bend the rules but for most organisations you want to present yourself in a neat and structured fashion to ensure your potential clients get the right first impression.
This article really only scratches the surface of the subject but if you want to attract more clients and engage with them, the right font as part of your ‘Brand Bible’ will make all the difference.
If you need help sharpening up your image why not contact us to see if we can help