Considering the wealth of text-based content most brands create — websites, social media images, apps, emails, logos, signage, and print — it's important to choose flexible typefaces that can be used across all of that content. If you have to use one typeface for your website and another for social media and yet another for your signage, then there will be no consistency and your typography may look haphazard and random (as will your brand).^[1]

You'll also want to choose typefaces that offer a comprehensive set of glyphs, as well as a variety of styles and weights. Make sure that your chosen typeface will be able to grow with your brand and won't restrict what you can do later on.