that represent values
that companies commonly wish to project.
The typefaces are critical to conveying that message.
Technical is cool, aloof, minimalist.
Friendly is rounded and approachable.
Switch these typefaces and the message
would be quite different.
For Creative, there's a single tweak,
one small change is enough to convey the message.
It is solid and dependable.
Caring is in a trustworthy serif typeface.
The C embraces the word.
between the thick and thin parts of the stroke.
This style of typeface is often used
to convey exclusivity and sophistication.
Try this yourself.
Try taking these words or other adjectives
that convey positive qualities of certain types of business
and set them in a range of typefaces.
Every typeface has its own personality.
It's often said that typefaces are like clothes.
And as with clothes, you want to make sure
you're dressed appropriately for the occasion.