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Font Brief logo type
Font Brief logotype
Font Brief logo type
Exceptional fonts served by personality
Exceptional fonts served by personality
Neutral
Expressive

Overall expressiveness of the font - does is stand out or blend in?

Elegant
Rugged

Sophistication, finesse vs robustness, sturdiness, solidness.

Serious
Friendly

Is it solemn or in the mood for fun?

Technic
Organic

Organic refers to shapes that flow and are built with natural or uneven lines, rather than rectangual straight lines.

Classic
Progressive

Progressive is new, refined, reinvented.

Familiar
Daring

Does it elicit an emotion? As opposed to progressive, who can just be catalogued rationally. Does it feel different than what you are usually familiar with?

Loud
Discreet

Discreet is a font that sits rather quietly, then you pay attention to it and you see it's actually pretty expressive, like Verse Sans.

Cold
Warm

The overall feeling, rather than overtly fun or serious.

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