Overview:
Choosing the right fonts for my brand was more than a design decision—it was a deep exploration into style, purpose, and visual identity. This experience allowed me to explore the foundations of typography, refine my creative process, and align each font with the minimalist and functional qualities I want my brand to represent. Through trial, research, and hands-on application, I gained a better understanding of the essential role typography plays in branding.

Process:
The first step in my process was to define the overall aesthetic direction I wanted my brand to communicate. I was heavily influenced by Minimalism—a style that emphasizes clarity, simplicity, and function. This design philosophy guided all my font decisions and inspired me to strip down visual distractions in favor of clean, professional typography that communicates confidence and structure.

I selected Noto Serif Extra Condensed and Rotis Sans Bold as my primary heading fonts. These were chosen for their strong visual presence, especially at larger sizes, and their ability to command attention without being overly decorative. Noto Serif’s classic yet contemporary feel balanced perfectly with Rotis Sans’ bold modernity.

For subheadings, I used Noto Serif Condensed and Rotis Sans Thin. These options provided a more moderate visual weight, helping to create a clear hierarchy and guide the viewer’s eye through the content. They offer a smooth transition between the bold headlines and more neutral body text.

The body text fonts—Noto Serif and Rotis Sans Light—were selected for their legibility and understated design. These fonts allowed the written content to remain readable across screen sizes and platforms while maintaining a consistent visual tone.

Behind-the-Scenes Insights:

I applied five key typography skills 

1. Contrast – I paired condensed serif and bold sans-serif fonts to make headings pop.
2. Creativity – I experimented with font weight combinations to create a unique typographic identity.
3. Alignment – Every text element was carefully aligned to maintain visual order and symmetry.
4. Color – I used subtle tones to enhance emphasis without overpowering the simplicity of the fonts.
5. Spacing – I paid close attention to letter spacing to enhance readability and give each design element room to breathe.