Clear, witty and well set.
Type carries the voice before anyone reads a word.
When people remember a brand, they rarely remember the logo first. They remember a tone of voice, a colour, and the way the words sat on the page. Typography carries all three, which is why we choose typefaces before we draw a single mark.
A good type system gives a brand range: a confident display face for big moments, a quiet text face that reads well at 14 pixels, and clear rules for when each one speaks.
Our customers recognised the new packaging from across the aisle before they could read it.
Wit is the hardest part to brief and the easiest part to lose in review. We protect it by writing headlines alongside the visual design, so the joke and the layout are built for each other.
Let one typeface do the talking.
Simplicity isn't about removing things until nothing is left. It's about removing everything that competes with the one message that matters on each screen.
Our rule of thumb: if a layout needs a second accent colour to be understood, the hierarchy isn't doing its job yet.
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