Let's get into it.

And if you’re about to click away, hold on. Let me cook, as they say.

Typography sets the tone of your brand. If your brand were a presentation, then think of typography as the outfit you’re wearing as you present. Imagine trying to deliver a TED Talk while wearing clown shoes, suspenders and a bowtie.

I’ve seen it happen. You build a glorious brand. You choose meaningful colors. You design a glorious, heartwarming logo that makes angels cry. And then choosing a font just sort of…happens, as more of an afterthought.

Typography is too important to be an afterthought. While the wrong font can sink a brand, the right one can elevate a brand significantly. I spend an extreme amount of my branding process on nailing down the typography. Not because I’m pretentious. (Okay. Maybe a little.) But because it matters. It matters so much.

In summary, if your brand is going to talk, it better say something worth listening to — in a font that reinforces your message rather than detracting from it.