We start with the brand’s personality and use. We ask whether the brand should feel formal or friendly, classic or modern, premium or accessible, and where text will appear: website body copy, mobile apps, invoices, brochures, signs, videos, slides and packaging. We list the languages you write in, including any Indian scripts, since many attractive fonts do not support them and fall back to a mismatched default. Then we audit current type. We review which fonts appear on your website, documents, social graphics and logo, and count how many different ones are in use. Often there are far too many, or there are inconsistent substitutions. Next we shortlist. Most brands need only two families: one for headings and one for text, or a single versatile family with several weights. We select candidates from reliable sources, including open-licence libraries and paid foundries, and we compare them in realistic samples: a headline, a paragraph, a price table, a button, a caption, a long Hindi or regional-language sentence if required, and numbers in invoices or charts. We test readability at small sizes and on cheap phones and in bright light, check letter shapes that cause confusion, and look at how the face pairs with your logo and colours; see brand colour palette. We assess file weight and performance, since several heavy font files slow a site; see caching configuration for related speed work. We prefer modern web formats, a limited number of weights, and a sensible fallback stack so text never disappears while fonts load. We also check technical details: whether the font has proper numerals, punctuation, currency symbols such as the rupee sign, bold and italic variants and accented characters. After you choose, we write the type system. It states the families and weights, where each is used, a size scale for headings and body on desktop and mobile, line height, spacing, alignment, capitalisation, link style, and rules for lists, quotes and captions. We give examples of correct and incorrect use. We prepare practical files: web font setup instructions, a style sheet with variables, installable fonts for office and design software where the licence allows, and a one-page type sheet. We recommend a safe system font for emails and documents when a brand font cannot be used. We apply the system to a sample page and a sample document, so the effect is visible. If your site runs on WordPress, we can set the theme’s typography; see website designing. We also advise on how to introduce the new type gradually across materials; see brand identity refresh. We cannot control how fonts look on every device, since operating systems and screens vary, and a licence may change over time, but a clear, documented type system makes your materials more consistent and easier to read.
