Typography selection + licensing

Typography selection is choosing and setting up the brand's font system: font(s) for headings and body text, weights, sizes, line spacing, hierarchy, usage rules on the site and in materials, readability checking. Plus an important part — licensing: which fonts can be used legally, on what terms (web/print/app) and at what cost. Honestly about licenses, this is key: fonts are copyrighted, and their use requires a LICENSE. Most quality fonts are paid, with different license types (separate for web, print, apps, by number of users/views). Free fonts also have terms — some cannot be used commercially, others only for certain purposes. You cannot just 'download a beautiful font from the internet' and use it in business — that is a legal risk (rights-holder claims, fines). We honestly handle the rights and select legal options for your budget rather than pretend 'fonts are free'. Honestly about subjectivity: font choice is a design decision with a degree of taste; there is no 'single correct' one, variants and approval are needed. Honestly about readability, this is practical benefit: a font must be not only beautiful but readable (especially for body text and on screens) — we check this. Honestly about the effect: good typography makes texts readable and the brand coherent, but it is part of the identity, not a sales guarantee. Honestly about access: a brief and an understanding of the media (web/print/app — licenses depend on this) are needed. An important boundary: this is typography; palette — 921; full brand book — 919; logo — 918. Picture this: instead of 'random fonts and a rights-violation risk' — thought-out, readable and legally licensed typography. The base price starts from 15,000 ₽ (font license costs are separate, depending on the choice).

• Fonts are random, texts look unprofessional.
• Fonts are used without rights checking — a legal risk.
• Text reads poorly (especially on screens).
• It is unclear which fonts to use legally and at what cost.

• Selecting fonts for headings and body, hierarchy
• Sizes, spacing, usage rules
• Readability check (screen, body text)
• License analysis (web/print/app) and legal options
• Honest boundaries (fonts require licenses; selection is subjective)
• Selection for the budget (paid/quality free with terms)
• A link with the palette (921) and brand book (919)
• Handover and review with you

• Readable, on-brand typography with hierarchy
• Legally licensed fonts (no legal risk)
• Usage rules on the site and in materials
• Honest boundaries (part of the identity; licenses paid separately)

• We collect a brief and media (web/print/app); select fonts
• We check readability and analyze licenses/cost
• We agree variants, hand over rules, honestly set boundaries

• Can any beautiful font be taken for free?

  No, and that is honest: fonts are copyrighted, their use requires a license. Most quality fonts are paid, free ones have terms (e.g. not commercial or only for certain purposes). Just 'downloading a beautiful font' and using it in business is a legal risk (claims, fines). We handle the rights and select legal options for the budget.

• Are font licenses included in the service cost?

  Honestly — usually no: our work is selection, setup and license analysis, while the font license cost itself is paid separately and depends on the choice (license type: web/print/app, number of users). We will select options for your budget, including quality free ones with suitable terms, and honestly show the license costs so there are no surprises.

• Is there a 'correct' font for my brand?

  There is no 'single correct' one, honestly: font choice is subjective, a design decision with a degree of taste. We propose reasoned variants for the essence, audience and readability, and the final choice is yours. What matters is not 'perfection' but appropriateness, readability and legality — that is what we ensure.