Consider the past

No matter what, a brand's past plays a big role in how customers perceive it. If a brand has always been known for its cutting-edge technology, suddenly using an old-fashioned typeface might feel strange to some customers and create confusion.

You don't have to stick to the same old typefaces forever. Knowing the brand's history can actually help avoid any uneasiness among its followers when a change happens. Just think about the key aspects of the brand's previous typography, like the overall style, shape, or mood of the type, and use that as a guide for any updates.