Typeface Selection
In the case of a minimalist brand such as this one, every pixel counts. To ensure the proper luxurious connotations to be conveyed to the audience, the selection of the typeface is of utmost importance.
After many considerations, three typefaces were presented to the client to select from:
Articulat CF, Elza Narrow, and Indivisible.
Articulat CF (Recommended)
Elza Narrow
Indivisible
Take note of how the cap height changes across the typefaces—despite being the same point size in the program. We needed a typeface that optically was smaller (to convey more white space) but met the accessibility requirements for SEO optimization.
Articulat CF (Recommended)
Elza Narrow
Indivisible
The typeface not only evokes feeling in individual letterforms on a macro level, but texturally when used in long-form text.
Articulat CF (Recommended)
Elza Narrow
Indivisible
It's also important to consider what the typeface looks like alongside photography, in this case, for social media.
The client ended up selecting our recommended typeface, Articulat CF.
