Behind the type — Typography

Learn what a display typeface is, how to use it in headlines, packaging and advertising, and when a custom display face is worth the investment.

Distressed type signals authenticity, defiance and human effort — but it also sorts your audience and costs you legibility. A guide to when rough letterforms earn trust, when they read as costume, and how to use them without wrecking readability.

Variable font adoption has reached roughly 41% of websites in 2025 — but only 0.8% of new font licences purchased are variable. Here's when the format genuinely earns its place, and when a static or bespoke typeface still wins.

Ten amessy fonts made with real paint, ink, paper and print, plus practical advice for choosing imperfect typography for logos, packaging and campaigns.