Before you can determine the look and feel of your typography, you'll need to make sure you have a strong definition of your brand's personality. You should also come up with key mood words that reflect that personality and your brand's values.

Is your brand whimsical? Serious? Happy? Formal? Informal? Modern? Or something else entirely? Come up with 3 or 4 keywords that fit your brand's mood. Keep these in mind when choosing your typefaces and arranging your typography. For example, if your brand is supposed to be whimsical, you'll want to keep your typography from feeling heavy or formal.

You can also use these keywords while searching for typefaces. Many typeface directories allow you to search by mood. There are also countless articles online that compile some of the best typefaces according to mood or style. If you know your keywords, finding these resources becomes much easier.