From the cursive script taught in first grade to the bubble type that filled teenage diaries to the decorative name style that adorned your favorite band T-shirt, type has and always will be a fundamental part of our self-expression. For brands, the same holds true.

Type is the most persistent and visible element for a brand. It bridges communications across paper and screen. In this eBook, you'll learn more about the differences between choosing custom, modified, and library fonts, and how foundries and agencies can work together on your behalf.

Highlights include:

• An overview of custom, library and modified fonts, to help you understand which option delivers the most value for your brand
• The considerations you should have in mind when choosing your font
• An outline of the roles your agency, foundry, and creative teams play in the process of selecting a font