Most brand guidelines list six typefaces. Most brands use two of them, badly.
One family, three weights
We now start every identity with one type family and three weights. It is enough for a poster, a website and a packaging range, and it means the team never has to guess.
Range comes from size, not fonts
A heading at 220 pixels and a label at 12 can be the same family and still feel completely different. Contrast in size does more work than a second typeface ever will.
