ow it works
Typography is the soul of visual communication
All brands speak in typography
Typography is one of the elements of branding that audiences interact with the most. Through type, brands reach out to audiences, tell their stories, answer their questions, and deliver messages. Successful brands understand this and carefully choose typefaces that reflect their unique identity. However, the cost of licensing fonts for each user seat can quickly add up as companies scale. This is especially true when embedding fonts on the web, where annual licensing costs can become a burden. That’s why companies like AT&T, WISE, Google, Walmart, Disney, Nike, and others invest in their own typefaces—a one-time investment leading to perpetual savings.
Material, tool, device; the editor’s machine
If there is an industry that is most dependent on typography, it is the editorial universe. Not only do they use type as the primary medium, but they also exploit all the features hidden within a font. Ordinal numbers, subscripts, ligatures, stylistic sets, old style numbers, tabular lining, small caps, fractions—they use it all. They also need extensive font families that suit all their content needs: light weights, extended, narrow, italics, optically adjusted, display, text... the list goes on.
Publishers are also aware of who creates a typeface and where it originates. A book about black narratives is better set in a minority-created typeface. To a publisher, type is purpose, and as you can see, the costs for superfamilies can mount quickly. That’s when bespoke typography comes in to save the day.
Setting the mood is a job for typography
When embarking on a world tour, launching a new art exhibition, or preparing for an upcoming film, typography always makes the first impression. Before anyone hears, sees, or experiences anything else, typography sets the stage for what's to come. It can convey just the right amount of expression needed for the intended message. In such instances, a unique and distinctive type design may be essential to complement the masterpiece. Sometimes, it requires a typeface with special features—like motion or dynamic interactions with users. These situations often transcend mere licensing concerns; they're about finding the perfect typeface. It's about ensuring that the typeface for a piece of art—whether auditory, visual, or experiential—is truly one-of-a-kind.
A Typeface exactly as
you need it to be
Text Fonts Display Fonts Variable Fonts Full Families Multilanguage Type Engineering Alternate Characters Stylistic Sets Thematizations Proprietary Naming Exclusive Licensing Type Strategy Accesibility Lettering Wordmarks Sign Painting Vectoring Customizations Interactive Branding