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Graphic design is a very encompassing discipline. Before developing a product such as a logo, many elements are taken into account and worked on. Your job as a designer is to ensure that they all combine harmoniously. You can compare design jobs to that of a symphony in which one bad note can ruin an entire presentation.

Typography in graphic design has always been a powerful ally when it comes to transmitting messages. From its beginnings in the Gutenberg press, typography proved to be the basis of graphic communication, being the first tool to be used as an element of information communication both in advertising and in other media.

However, typography plays a very important role that goes beyond not clashing with the other elements in a design. The typeface itself can communicate ideas such as prestige, emotions or joy, in addition to functioning as a sign of identity.

Let’s not forget that just as there is a corporate colour, we can have corporate typography.

So, what is typography?

Typography is a form of communication tool that transmits information and ideas through words. It is used to name the study, design and classification of types and fonts, as well as character design.

To give you a clearer idea, we can simply say they are the fonts in the menus of word processing, design or video programs. This means that all the typographic possibilities that you choose from daily in MS Word, for example, are not there by magic. However, each one has been thought, drawn and materialized by someone with some objectives.

It is the art of playing with the graphic element of written text, using spaces and defining the shape of the letters according to some specific objectives that can range from optimizing the legibility of the text to adapting it to express a concept such as elegance.

When we speak of typographic form, we are referring to what we see; the line, the geometry, the style and the axis of inclination of the letters. The meaning is something mental, it is the concept, idea or emotion that the shape transmits to us, it is the message of the typography.

It is important to note that they are not simple lines drawn at random, but that each one with its characteristic features shares a story, provokes emotions and transmits a specific and determined message.

A typeface can act like a brand. Its uniqueness brings with it a series of characteristics that can reflect other sensations when it interacts with the recipient of the message. It is for this reason that you must know what you want to transmit and for whom the message is addressed.

When talking about fonts, we must always keep in mind the bases of the graphic message, which is legibility and operation. The typography must be legible so that the message can be transmitted in an efficient way. At the same time, it should work within the graphic language used without forgetting to comply with the characteristics that you seek to represent in your design.

It is important to know some of the basic characteristics of typography and how it interacts in the graphic medium in which it is located because it is not the same to use a large body typeface (bold) than to use a low body typeface (light). Each of them transmits something different and has a greater or lesser contrast within the message.

Contrast is a fundamental value when making typesetting. A correct typographic hierarchy must be established based on the needs of the importance of each part of the text within the design. The most correct being the use of a few typographic fonts.


If we want to establish a correct typographic hierarchy, some basic concepts can be used when working with typography. It should be remembered that each typeface brings with it a series of characteristics that will make the graphic message “better” or “worse” if used correctly or otherwise respectively.

An example of the use of correct typography can be found in movie posters, this support offers a great variety of references to typographic compositions. Each poster has a very elaborate typographic work to correct its objective.

For this reason, typography is one of the most important pillars of design and it is important to select the correct one, taking into account what you want to convey, for what or by whom.

When selecting the typeface for our project, in addition to the type of font, we must take into account both the format (advertising poster, magazine, packaging, …) and the medium in which it is to be made (printed or digital).

The communicative capacity of the typography and its legibility may vary depending on the medium in which it is represented. Also, you will take into account; the length of the text to promote readability which thus facilitates reading.

Here, you have some of the major typographic font families and what they transmit;

The serif fonts are rooted in the past; when the letters were carved in stone blocks, they finished off the ends since it was difficult to ensure that the edges of the letters were straight.

They are characterized by having small strokes that extend at the ends of the letters, expressing a classic and traditional sense.


They include all Roman and Egyptian typefaces. For example, the Times New Roman, Palatino, Georgia, Garamond, Rockwell, Baskerville, Trajan, Centaur, and Monticello are all serif fonts.

Using this typeface, we can convey seriousness, tradition, and respect. They are also used for long texts as it enhances their readability by creating an imaginary line under the text.

San serif or Etruscan originated in England in 1820. They are typefaces with straight shots having clean and precise cuts. Unlike Serif, they do not have lines that protrude from their ends.


They are associated with commercial typography due to its good readability for short and large texts. Likewise, they are suitable for on-screen display, as they are very legible at a smaller size. San Serif fonts convey modernity, security, joy, minimalism, lightness, neutrality and elegance.

These types of fonts include all Palo Seco; Arial, Helvetica, Tahoma, Century Gothic, Verdana, Monaco, Geneva, Impact, Avant Garde Gothic, Futura, Avenir etc.

Script fonts are characterized by having ligatures in the letters, with the letters linked to each other. They are calligraphic fonts that are based on the variety and fluidity of the stroke created in handwriting.


These fountains convey elegance, luxury, quality, and tradition. They are ideal for classic projects with a lot of history and tradition.

Some examples of Script typeface are Parisienne, Linotype Zapfino, Virtuosa Classic, Vladimir Script, and Libelle.



These fonts accommodates varied font families with a lot of personalities. Due to their characteristic shape and their defined and concrete personality, they are appropriate to give a historical or cultural character to design and to differentiate them from other fonts.

They are used for specific purposes such as titles and headings. They are not suitable for blocks of text, as it makes it difficult to read.

Examples of decorative fonts; Fantasy, Motherline Vintage, Rolla, Sinara, Lawless, Mightype, Selima, and Art Nouveau.

Since we have broadly understood how typography works and what some of the typographic families express, it is necessary to reflect on the possibilities and considerations of its use in graphic design.

The important things to note are harmony and coherence. Harmony at the level of the form in relation to the other elements and coherence with the meaning. Since typography expresses specific ideas or concepts, they must be in sync with the concepts that the other elements such as the colour convey.

In other words, typography has to be an element that blends harmoniously with colour, space, distance and isotype so that it is visually pleasing. It must also be consistent with the ideas that you want to convey.

For example, if the job is a logo of a company that intends to emphasize its sophistication, then all the elements must be in coherence with that idea. Because typography may not have enough expressive force alone, they should combine well with the other elements to clearly transmit the message.

In summary, typography is a cornerstone of graphic design. An image with a consistent text can be the difference for users to make a decision.

At Jade Crystal Colours, we help you achieve a blend of typographical harmony and coherence in your designs. Why are you still in doubt?

Give us a call now and let’s crush your design fears!