Choose brand fonts that match your personality, read well at every size and are licensed for how you’ll use them. Most brands need just two: a distinctive font for headlines and a clear, practical font for everyday text. If you work in more than one language, choose families that pair well across scripts.
1. Match the personality
Typography speaks before the words do. A condensed, bold typeface feels confident and urgent. A refined serif feels classic. A rounded sans-serif feels friendly. For The Black Lumi restaurant, the condensed Bebas Neue gives the identity its strong character, while Manrope handles everyday communication.
2. Pair a headline and a body font
Your headline font can be expressive. Your body font must be easy to read in long text, on small screens and in print. Keep it to two families, three at most.
3. Check it works everywhere
Test your fonts on your website, on mobile, on packaging and in presentations. Check that the weights you need exist, and that numbers and special characters look right.
4. Plan for Arabic and English
If your brand is bilingual, choose Arabic and Latin typefaces with similar weight, rhythm and personality, so both versions feel like the same brand.
5. Check the license
Many fonts require separate licenses for web, apps and print. Free fonts are a good option if they fit. Either way, confirm you can use them everywhere you need to.
Common mistakes
Using too many fonts, choosing trendy fonts that date quickly, and ignoring readability in favor of style.
Typography is part of every identity we design. Tell us what you’re building.
