Type that does the talking

Type is the voice of a brand. Before anyone reads a word, the shapes of the letters have already said something about who you are. Choosing a typeface is less about taste and more about casting.

Pair a loud face with a quiet one

Our favourite systems use two typefaces with very different jobs. A wide, characterful display face for headlines and big moments, and a calm, readable companion for everything else. LUMA itself uses an extended display wordmark with Inter doing the quiet work.

Test it at the smallest size first

A typeface that looks great on a poster can fall apart on a phone. We always test the text face at 14 pixels on a cheap screen before falling in love with the headline face. If it works there, it will work everywhere.

Finally, set rules and stick to them: a short scale of sizes, two weights and generous spacing. Consistency is what makes type feel designed.