Typography is extremely important when representing the values and tone of your brand. Typefaces can set different tones and moods and can determine the representation of your brand. The reason there are so many classifications and kinds of typefaces is that they all give a vastly different mood or effect. Typography is a significant component of a brand's identity. A consistent typographic style throughout all marketing materials will help form brand recognition and will distinguish it from competitors. A typeface has its own personality and can elicit emotions or reactions.
