Pillar guide
The Typography Guide
Choosing, pairing, and scaling type so your brand reads as deliberate instead of default.
Two typefaces is plenty
One for headlines with personality, one for body text with stamina. A third is usually a decision you haven't made yet.
Scale beats choice
A mediocre typeface on a disciplined scale looks better than a beautiful typeface used at eleven random sizes.
Letterspacing is the tell
Tighten large headlines, loosen small uppercase labels. It's the fastest way to make a wordmark look professionally set.