The Step-27 is to identify your brand’s Typeface Treatment.
Once you have chosen a typeface/s for your brand, you also need to use it effectively to communicate your brand’s message. This is where the treatment of such typeface/s comes into play. The fundamental purpose of any typeface treatment is to present your message in a way that enhances consumer’s experience of reading it!
Too small font is not legible. Too big font is ugly. Too thin font loses its weight. Too thick font shouts loud. There has to be a balance of various typeface elements which should suit your brand’s personality. These elements are the Size, Weight, Ascender, Descender, Serif, Sans Serif, Script, Baseline, Tracking, Kerning, Leading, Line Height and Glyphs. One important point to note is how to combine two brand typefaces and make the communication more interesting to read!