Typography is a cornerstone of a strong brand, because it directly shapes how a brand is perceived. From building recognition, personality and an overall cohesive identity, through to improving user experience through accessibility and readability, typography is much more than just aesthetics or formatting words on a page.

With branding, the real differentiator isn’t simply being ‘better’ than your competition. It’s about shifting how you show up. Morally, culturally, visually – it’s about cutting through the noise to stand for something specific, expressing it in a consistent way, and allowing people to feel it.

Designers have always had to adapt. And in a world where technologies like AI are accelerating rapidly, the real question isn’t whether we resist it, but how we learn from it. How can we harness AI as a collective force for good — not to replace creativity, but to evolve it — and continue producing great design in ways that honor its core principles?