12-24-2025, 06:35 PM
I'm a junior graphic designer working on a branding project for a modern financial tech startup, and I'm having a hard time selecting a primary typeface that conveys innovation and trustworthiness without feeling cold or overly techy. I'm leaning towards a geometric sans-serif, but everything I try either looks too generic or too stylized. For more experienced designers, what is your process for narrowing down typeface choices for a client in a professional sector, and how do you effectively pair a display font with a body font to create hierarchy and personality within a limited palette?