12-24-2025, 11:12 AM
I'm a junior graphic designer tasked with selecting the primary typography for a rebranding project for a modern financial advisory firm, and I'm struggling to choose between a highly legible, traditional serif that conveys trustworthiness and a cleaner, more geometric sans-serif that feels more contemporary and approachable. I've created several mockups, but I'm second-guessing how these choices will scale across their website, printed materials, and mobile app while maintaining a cohesive and professional hierarchy. For more experienced designers, what is your process for finalizing typography for a corporate identity, especially when client feedback is vague? How do you effectively test and present type pairings to non-designers to demonstrate their impact on brand perception and usability?