44 fonts picked for brand work

Soft, chunky and a little wonky. Very good on coffee bags, bakery signs and menus.

Tall, sharp and quietly fashionable. Looks expensive at large sizes, so keep it for headlines.

Heavy, friendly and slightly old-fashioned. Feels like the sign above a decent independent shop.

High contrast with plenty of presence. Puts a property brochure or a wine label in a good suit.

The internet's default elegant serif. It still works, but your client has probably seen it before.

A proper reading serif from Production Type. Comfortable over long copy and happy next to most sans serifs.

Light and refined, at its best when set big. Popular with beauty and wellness brands, for good reason.

Crisp hairlines and serious contrast. Made for fashion wordmarks and magazine covers.

Compact and bold, with a bit of heritage about it. Strong for food brands and big headlines.

Bookish and calm. A natural fit for publishers, galleries and arts organisations.

A faithful revival of a 16th-century classic. Quiet authority for schools, law firms and charities.

A text serif with a slight calligraphic lean. Reads well on screen and asks for very little.

IBM's serif. Sturdy, slightly engineered and good for long reads that need some authority.

A grotesk with odd little details. Technical without being cold, which is why startups like it so much.

Ink traps, plenty of character and a big weight range. For brands that want to be spotted across the street.

Sturdy and practical, with widths from narrow to wide. Holds up well on signage and wayfinding.

Inter with the spacing pulled in for headlines. Clean, neutral and very at home in a product team.

A calm, modern sans that stays clear at small sizes. Popular with fintech and service brands.

A wide geometric sans from Jonathan Barnbrook's studio, with a slightly futuristic edge.

Rounded and approachable. Suits wellness, kids' brands and lifestyle products.

A grotesk with a squared-off voice. A solid all-rounder for agency work.

Clean and gently humanist. A dependable body font that never makes a fuss.

Drawn by Bakken & Bæck for the Norwegian media group Schibsted. Confident, with a bit of grit.

Crisp and slightly narrow, made for the agency Instrument. Pairs well with a more expressive serif.

Vercel's in-house sans. Precise, a bit Swiss and very current.

Low contrast and endlessly useful. If you need a body font and don't want to think about it, start here.

A modern sans with more character than the usual grotesks, without making a song and dance about it.

Made by the Stockholm agency Familjen. Warm curves that suit design-led homeware and retail.

A slightly industrial grotesk that stays solid in the heavy weights. Good for sport and outdoor brands.

Tall and narrow with a bit of swagger. Best in the heavier weights.

Gets wider as it gets bolder. A favourite of design studios that want to look like design studios.

Wide, rounded and loud. Built for music, events and tech launches.

Condensed and originally drawn for Chicago's city branding. Strong for sport, venues and signage.

The condensed all-caps workhorse of a thousand posters. Use it on purpose.

Heavy, condensed and hard to ignore. Campaigns, events and anything shouting from a wall.

A retro-futurist monospace from Colophon. Adds a technical note to labels and small print.

IBM's monospace. Engineered, but with some warmth. Good for specs, data and product details.

Koto's typeface for Stack Overflow. Friendly, tidy and built for headlines.

Drawn by Koto for the AI company Faculty. A flared, carved-looking sans with some history in it.

Mozilla's own headline font, drawn by Studio DRAMA. Comes in several widths, which helps in tight layouts.

A characterful display sans from the Swedish brand studio NORD ID. There's a matching text version, Funnel Sans.

TikTok's brand typeface, drawn by Grilli Type and Contrast Foundry. Variable in weight, width and optical size.

Wix's brand typeface, by Dalton Maag. Open, clear and dependable across sizes.

The sans that runs half the internet's interfaces. Neutral, hard-working and very good at small sizes.