JI Design | The Value in Your Typefaces
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The Value in Your Typefaces

The typefaces you choose to represent your brand are some of the most important elements to consider when building an identity.

Each typeface has a classification and a place in history. These details come along with the typeface no matter where it is used, so it is important to consider and research these details prior to finalizing your choice. The classification and history of the typeface should fit in with what your brand is hoping to represent and embody.

Other elements in typography to consider are the anatomy of type. Some fonts come with a lot of different weights, glyphs, swashes, and ligatures. The quality of all of these elements is just as important as the source of the design itself. A great resource to learn the basics of typography is Typewolf.

Let’s look at the typefaces we chose here at JI Design and why we chose them.

We chose a serif and a sans-serif for the typefaces we use across our design, from the website to business cards. You can distinguish a serif from a sans-serif because a sans-serif doesn’t have the accents on the ends of each letter.

In most cases, it is a safe bet to combine a serif with a sans serif because they contrast each other nicely and give a well-rounded feeling to a design. This type of combination isn’t the only one out there. Our design team at JI Design is always here to help you get to know your typefaces and typeset your designs!


An all-time classic, Baskerville is a tried and true typeface that is a great choice for both title text and body text. It is a transitional serif font designed by John Baskerville in 1757. It remains revered today because of its legibility and refined qualities. Baskerville even developed a specific black ink to showcase his typeface. The italic characters are beautiful and provide a nice alternative wherever we need a little bit of emphasis in a design.


Our second typeface is Soleil, a contemporary geometric sans-serif. It was designed by Wolfgang Homola in 2011. Geometric typefaces are often seen as harsh and rigid because of their roots in geometric forms. Alternatively, Soleil is a warm and fluid alternative to other geometrics, such as Futura, because of it’s asymmetrical counters (the open space in a fully or partly closed area within a letter). Soleil provides a ton of different weights, which can expand our options when we need to distinguish between a lot of different types of paragraphs or character styles in a design without reaching for more typefaces. It is strong yet approachable.

When we use this combination of Baskerville and Soleil, we have a marriage of timeless and contemporary, organic and geometric, and careful detail and simplicity. Each pulls a little from the other, and together they help define what JI Design is all about.