Glossary · branding
What is Typography?
Typography is the choice and arrangement of type: which typefaces a brand uses, at what sizes and weights, with what spacing between letters and lines, and how headings, body text and captions relate to each other. It does more work than most people notice. The same words feel premium, friendly, technical or cheap depending on the type, and poor typography makes text tiring to read, especially on a phone. Most brands need only two typefaces, often one, used consistently. Licensing matters as well: many fonts found on free download sites are not actually licensed for commercial use, while families such as those on Google Fonts are free to use.
What does Typography mean for a business in Pakistan?
Brands in Pakistan often need type that works in both English and Urdu. Pairing a Latin typeface with a Nastaliq or Naskh Urdu font of similar weight and character is a real design task, and Urdu set in a poor font, or typed as images with broken ligatures, looks careless to local readers.
A worked example
Imagine a Rawalpindi law firm that chooses one serif typeface for headings and a plain sans-serif for body text in English, with Jameel Noori Nastaleeq for Urdu notices. Its letterheads, website and LinkedIn graphics all use the same three fonts at set sizes, so every document looks related.
Terms that go with this one
These come up in the same conversations and are worth reading together.
- Brand guidelinesbrand guideBrand guidelines, sometimes called a brand book or style guide, are the written rules for how a brand looks and sounds everywhere it appears. A…
- Colour palettebrand ke rangA brand colour palette is the fixed set of colours a brand uses, each defined with exact codes: HEX and RGB for screens, CMYK for print, and…
- Vector filelogo ki asal fileA vector file stores a design as mathematical shapes and paths rather than as a grid of pixels, so it can be scaled to any size without becoming…
- ThumbnailthumbnailA thumbnail is the still image that represents your video before anyone presses play, and together with the title it decides whether the video gets…
- Burned-in captionshard captions / burned-in captionsBurned-in captions are text rendered permanently into the video's pixels at export, so they cannot be switched off, restyled or translated…
Typography — quick answers
What does Typography mean?
Typography is the choice and arrangement of type: which typefaces a brand uses, at what sizes and weights, with what spacing between letters and lines, and how headings, body text and captions relate to each other. It does more work than most people notice.
Typography ko Urdu mein kya kehte hain?
ٹائپوگرافی — though in practice almost everyone in Pakistan says "font ka intikhab". Brands in Pakistan often need type that works in both English and Urdu.
Why does Typography matter for a business in Pakistan?
Brands in Pakistan often need type that works in both English and Urdu. Pairing a Latin typeface with a Nastaliq or Naskh Urdu font of similar weight and character is a real design task, and Urdu set in a poor font, or typed as images with broken ligatures, looks careless to local readers.
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