Typography represents both the visual and technical aspects of choosing the right font for your brand. Typefaces are designed by Typographers. Fonts are the different versions of the Typeface family. It’s more than just what looks good. The right typeface will reflect the brand messaging. Usually, multiple fonts will be chosen that work in a cohesive system to create hierarchy depending on their use. The designer will also gauge the target audience when selecting the font, taking into consideration who will be reading it.