The document discusses how brands select typefaces or fonts for their visual identity by considering five key factors: 1) visual appeal - whether the typeface looks good, 2) typeface character - if it compliments the brand's message, 3) industry relevance - if it is suitable for the target industry, 4) uniqueness - whether it is too mainstream or overused, and 5) web/print effectiveness - if it is legible across platforms. The process involves asking questions related to these factors to find an optimal typeface that represents the brand well visually.

1. How to find your type?

2. here we'll see how brands select typeface/fonts for their visual
self...

3. The Process…
When a brand goes on a mission to select a typeface, followin
g are the considerations it makes:
• VISUAL APPEAL
• TYPEFACE CHARACTER
• UNIQUENESS
• INDUSTRY RELEVANCE
• WEB/PRINT EFFECTIVENESS

4. Grab a cup of coffee and get your reading Glasses
on because we're going to dig-in deeper...

5. 1. Visual Appeal

6. Ask this simple question: Does this
typeface look good?

7. 2. Typeface Character

8. Every typeface has a built-in nature.

9. Ask yourself: Does this typeface
compliment my message?

10. 3. Industry Relevance

11. Not every typeface fits every industry.

12. What goes with the industry?

13. What goes with the industry?

14. Is it relevant to my target market?

15. 4. Uniqueness

16. There was a time when you asked a bunch of logos about their type

17. Helvetica was once the font of choice. Everyone’s favorite. But soon
it became so ubiquitous that it was hardly recognizable and then,
Helvetica died.

18. Is this font too mainstream or overused?

19. 5. Web/Print Effectiveness

20. Web Fonts are different from print fonts.

21. Some people classify web as sans serif
and print as serif fonts.

22. Fonts intended for web need to be
optimized for readability, screen sizes and
web layouts.

23. 7 Ways to optimize fonts for web

24. Is this typeface legible across all
platforms? If not, what can be done?

25. Hope you now know how to find a perfect
typeface for your brand.