Brands cannot afford to speak in the same voice as countless others right now. Typeface designers can help.
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It has never made sense to me, why a brand wouldn’t opt for custom type. Working in branding agencies all over London for a lot of my career, I used to sit on the London Tube browsing the series of ads above commuters’ heads. All ads had the same formula: tiny logo in the corner, tick; stock photography, tick. But 50% of the communication — the heavy lifting on messaging — was done by the type. Yet it was always the same fonts, over and over. Often next to each other — I see you, Inter, Roboto,
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