Your font choice is often the first impression your audience gets of your brand. It tells them: Who you are, what you value, and how you make them feel.
Google's switch from a serif to a sans-serif logo in 2015 reflected their shift to simplicity and adaptability. They modernized their essence without abandoning it.
Serif fonts ooze sophistication and trust. Brands like Harvard University or Vogue exemplify how traditional fonts communicate authority.
Typography should feel like an extension of your brand's personality - consistent, memorable, and authentic, guiding how audiences perceive your values.
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