Typography and Brand Personality
Typefaces carry personality in the same way a tone of voice does. A rounded, friendly font says something very different from a sharp, formal one, even when the words are identical.
Choosing and pairing type thoughtfully gives your brand a consistent feel across headings, body text and the small print, and it quietly improves how readable your content is.
What Type Communicates
Before picking fonts, we agree on the character we want to project — perhaps confident and modern, or warm and approachable. The typeface then reinforces that character on every page.
Pairing Fonts Sensibly
- Use one font for headings and one for body text.
- Pick pairs with a clear contrast in weight or style.
- Avoid combining two fonts that are too similar.
- Always include a web-safe fallback for reliability.
Performance and Licensing
Web fonts must be licensed for online use and kept light so pages load quickly. We choose formats that download fast and load only the weights you actually use, which keeps your site swift on mobile connections.
Frequently Asked Questions
How many fonts should a brand use?
Usually two — one for headings and one for body text. A third is occasionally added for accents, but more than that tends to look messy.
Can we use any font we like?
Almost, but it must be properly licensed for web or print use. We will confirm licensing before recommending a typeface.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.