How to profit from Behance popularity

It might not be something we chat about in polite company, but we all have favourite fonts that we tend to remain doggedly loyal to. However, occasionally everyone feels a need for something fresh that none of the existing typefaces quite achieves – and that's when creating your own typeface could be the answer.

In my case, the result was Primary Sans, which was developed during my BA (Hons) in graphic design. I adore typography, and had always wanted to create my own font. Recognising a gap in the market for a legible, playful, child-friendly typeface gave me the perfect opportunity to experiment.

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