---
title: "Typography – the craft that carries your brand | Sweet Lava"
description: "Typography is choosing and composing type: faces, sizes, spacing, hierarchy. See why it carries brand character more than any other element."
url: https://sweetlava.eu/en/glossary/typography/
lang: en
alternate_pl: https://sweetlava.eu/pl/slownik/typografia/
---

Design & branding 

# What is Typography?

Typography is the craft of selecting and composing type: typefaces, sizes, spacing and hierarchy. In brand and product design, typography carries a brand's character more strongly than any other element.

Before we read the first word, typography has already told us who we're dealing with: the serif elegance of a law firm, the geometric modernity of a startup, the technical precision of engineers.

Good typography in practice means: deliberate typeface selection (usually 1–2 families), a consistent size scale, correct line height (roughly 140–175% of type size for body text), sensible line length (45–75 characters) and the details – proper quotation marks, non-breaking spaces, true dashes.

At Sweet Lava we treat typography as the foundation: our designers learned it in print, where a mistake stays forever.

## Related services

- [ Brand identity design & design systems → ](https://sweetlava.eu/en/services/branding-design-systems/)
- [ Publication design & DTP → ](https://sweetlava.eu/en/services/dtp-publishing/)

## Related articles

Branding & typography · 5 May 2026

## [ Typography in digital design – how typeface choice shapes brand and conversion ](https://sweetlava.eu/en/blog/typography-in-digital-design/) 

Typography is 90% of web design – almost everything a user sees is text. On how typefaces build brand character, readability and sales results.

## Related terms

- [Grid](https://sweetlava.eu/en/glossary/grid/)
- [Typeface vs font](https://sweetlava.eu/en/glossary/typeface-vs-font/)

## A new brand identity ahead, or a clean-up of the current one?

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[ Get in touch ](https://sweetlava.eu/en/contact/?source=glossary-typography)