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Typography

The way typefaces (aka fonts) are used to express the values of your business.

Need an analogy?

Typography is like table manners. Rarely called out when done well, but painfully apparent when it’s not.

Why does it matter?

brand expression through written word; arguably the most crucial but also overlooked brand touchpoint

How does it apply?

makes up a majority of the UI in most digital products – must take usability into consideration

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