Trends in typography move fast; good brands move slowly. A short guide to picking a typeface you will not regret in ten years.
Look for history, not fashion
Typefaces with a long lineage tend to age gracefully because they have already survived several fashions. A serif drawn from sixteenth-century sources has seen worse trends than ours.
We test every candidate at three sizes: on a business card, on a shop sign and on a phone screen at fourteen pixels. Many beautiful display faces fail the last test.
Pair a classic with a quiet partner
Most of our identities use a characterful serif for headlines and a neutral sans for everything else. The serif carries the voice; the sans does the work. Neither should compete.
