Good type decisions
travel well.
A beautiful specimen is a beginning. The job is to make a clear system that still works when the words, size and situation change.
Start with
the actual words.
Bring the name, headline or message as it will be used. Include the awkward long version, essential punctuation and every language the project must support.
What we examine: character coverage, word shape, line breaks and what the words need to communicate.
A useful output: a shortlist with samples set in your actual content, including rejected options and the reason.
Give every size
a responsibility.
Decide what a reader should see first, what they should read next and what they need only when taking action. A scale should serve those differences.
What we examine: display size, reading measure, supporting labels, spacing and the relationship between weights.
A useful output: a compact hierarchy sheet with named roles and examples at relevant sizes.
Test it where
it has to work.
A poster, a long article and a small interface ask different questions. Print a proof, resize the page and read the longest real line before deciding the system is finished.
What we examine: practical contrast, mobile wrapping, output conditions and font licensing for the intended use.
A useful output: application proofs, documented exceptions and a handover that another person can follow.
Bring a question,
not a perfect brief.
Try a specimen and choose an application. Your local inquiry note keeps the words and settings together with the project context you add.
Begin with your words