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Lately i’ve been changing the way I choose type for a brand. Typically I would choose type that compliments the logo and what feels aesthetically pleasing for the brand. Now I really analyze the voice and tone of the brand and match a type style the really fits the vibe of the copy as well.
It works really well for establishing type pairings and assigning style for headers, sub titles, etc.
Fonts shown here are:
L or F like
Show and tell for designers
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