The Importance of Typography

Typography is like the meta brand. After color, typography is the second most important aspect of a brand —not only is it the main component to create verbal language to communicate with your audience, it’s also a powerful non-verbal messenger. 

It sounds contradictory, but the fact is that the shapes and stylization of your typography says a lot about the tone, atmosphere and emotions present in your brand. Typography should be chosen strategically, taking into account not just readability, but also thinking “what else is my typography saying by itself”?

Here are a few key considerations to take in mind when choosing a typeface:

  1. Think about personality

Ask yourself, what are the core traits that represent your brand and look for typefaces that visually reflect these. From there, the fonts and styles you use on your website, interfaces and content should emulate those traits and make your users feel a certain way consistently.

  1. Reflect on tone

Just as important, the font you choose to represent your brand should harmonize with the tone of your brand’s message. For example, if your brand aims to come across as playful and whimsical, choose a font that is more stylized and decorative. 

  1. Consider functionality & performance 

The typography you choose should be functionable, legible, readable, and accessible – meaning stray away from overly stylistic fonts that require strain to read and lead your user to click on a wrong button. You must also ask yourself if the typeface you choose is web browser compatible, such as Google fonts. 

How you use typography and layout is an art form in itself. What many people often forget is how important typography is in relaying your message, and what’s more, how it paints a picture of your brand’s overall personality and aesthetic. 

Valuable tips to keep in mind when choosing the type of typography used in your brand’s messaging:

  1. A poor selection of fonts can transmit chaos and push the audience away, while a difficult to read font is a major communication barrier.
  2. Great typography selection is in tune with the brand messaging and tone —it sets the ground for what the brand wants you to think of it and allows people to connect better with your intentions.
  3. Serif typography communicates a serious, traditional tone. It can communicate elegance, craft and attention to detail.
  4. San Serif fonts give a modern look, and is ideal when communicating about technology, innovation and straightforwardness.
  5. Round typefaces are playful, easy going and friendly.
  6. Sharp and angled typefaces speak of speed, and a go-against-the-tide vibes.
  7. Distorted typography speaks of contemporary art feels, and creates a “break-all-the-rules atmosphere” that is usually used as a design element rather than in actual verbal messaging.
  8. Thin typography speaks of sophistication and exclusivity.
  9. Very bold typefaces mean strong character and firm point of view.

Not only should a designer take into consideration the font style, size, and alignment but also must think about the leading used (the space between adjacent lines of type), and the Kerning (the process of adjusting the spacing between characters in a proportional font, usually to achieve a visually pleasing result). Most importantly, the typography you use on your website and social media content should be clear, easy to read, and user friendly. 

In conclusion, choosing the right typeface to represent your brand in your website and social contents can be overwhelming. With so many styles and fonts to choose from, the right decision depends on more than just visual aesthetics, but on the personality you are trying to create for your brand and its message. 

If you’re looking to create a new website, interface or social content for your brand, but don’t know where to start, our creative team at DuartePino are here to help you take the next steps in creating the perfect brand aesthetic through personalized typography that stays consistent in all of your internal and external communications and content. 

Pedroglifos: Puerto Rico’s first font foundry coming soon

After a 10+ years relationship with typography, Pedro Medina, Lead Creative Advisor at DuartePino, decided the time has come to design his own fonts.

Pedroglifos is going to be the first font foundry in Puerto Rico with a web page of it’s own where you can buy fonts and try them out. At the moment, all fonts are created by Pedro but soon fonts from other Puertorrican typeface designers will be incorporated.


This blog post was written by Miriam Ramos, Junior Creative Advisor at DuartePino.