Trends age fast

Every year there’s a typeface everyone uses. It looks fresh for a season, then it starts to look like that year. When we pick type for a brand, we look for something with character that will still feel right in five years.

How we test it

We set real content: headlines, prices, a long paragraph, a button label, a footer. We check it at small sizes on a phone and big on a billboard mockup. If it holds up everywhere, it stays. If it only looks good in the hero, it goes.