Smart Fonts from Berthold for Brand Development

What to look for

Brand development typefaces should support the brand logo – but not overpower it. They’ll be delivering content about the brand, its products and services, so the designs should be highly legible and perform equally well on-screen and in print.

Legibility

Choose fonts that have clear and legible letterforms, especially for body text. Avoid overly decorative or complex fonts that may pose difficulties in reading. The most legible fonts have a large lowercase x-height, open counters (The white space within letters such as ‘o,’ ‘e,’ ‘c,’ etc.), large apertures, and moderate contrast in stroke thickness.

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Large Families

Hierarchy is crucial in text-rich documents to help users navigate through content easily. Clear and logical information organization enhances user experience, enabling them to find desired information quickly. Marked contrast between weights within the type family ensures hierarchy.

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About Berthold

H. Berthold AG was one of the largest and most successful type foundries in the world, making the transition from foundry type to phototype and digital fonts. Founded in Berlin in 1858, initially to make machined brass printer’s rules, Berthold then soon began casting hand-set metal type and eventually fonts for its proprietary phototypesetting equipment. Berthold’s legacy endures through digital versions of its fonts.