Web fonts and HTML5 for brands

An edited version of this article appeared in issue 233 of .net magazine – the world's best-selling magazine for web designers and developers.

The proliferation of mobile and tablet devices presents a tremendous and unique opportunity for organisations to position their brands and establish a more personal relationship with their customers and target audience. Your brand defines who you are, and, just as important, helps you stand out from your competitors. With fonts being both the essence and genesis of brand identity, typography has a direct effect on a consumer’s perception of your company, your products and whether you seem trustworthy or not. A key difference with the digital medium is that brand presentation is of even greater importance in initiating a relationship with a customer, since purchase can be only a click away from first contact.

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