Twelve typefaces.
One of them is yours.

High-contrast strokes and sharp serifs, set against the plainest possible sans. This is the pairing this showcase itself uses. It is the safest expensive-looking choice there is.

Right forRestaurants, hotels, property, law, weddings. Anywhere you want to look established.

The most delicate face here. Very fine strokes, generous spacing, an old-style calm. It needs size and air to work: set it small and it disappears.

Right forWeddings, fine jewelry, spas, boutique hotels, anything selling stillness.

Drawn for reading on screens, so it stays sturdy at any size and never looks fussy. Reads as competence rather than glamour.

Right forLaw, accountancy, medicine, education, insurance. Anywhere trust matters more than flair.

Modelled on carved Roman lettering, so it is quietly monumental and looks superb in capitals. It has no true italic, so emphasis here is color alone.

Right forVenues, museums, vineyards, private clubs, anything with a sense of permanence.

A soft, slightly quirky serif with far less stroke contrast than a Didone, so nothing thins out and vanishes. Friendly without being casual.

Right forFood, coffee, wellness, family businesses, anyone who wants warm rather than grand.

Hairline thins against heavy stems: the masthead face of every fashion magazine. Only use it large. Below about twenty pixels the thin strokes disappear entirely.

Right forFashion, beauty, perfume, editorial, luxury retail, photography.

Tall, tightly spaced and slightly condensed. The face that reads as new money rather than old, and the one you have been seeing on well-designed sites for the last two years.

Right forStudios, technology, media, launches. Anyone who wants to look like now rather than always.

Commissioned specifically for screens, so it holds up in long paragraphs where most display serifs get tiring. Serious, readable, slightly literary.

Right forPublishing, consultancies, long-form pages, anything with a lot of copy to get through.

Wide, geometric and slightly odd in the best way. The loudest face on this page and the one that will date fastest, which is fine if you rebrand every few years.

Right forAgencies, galleries, festivals, fashion, anything cultural. Not for a law firm.

One family doing both jobs: light and open for headlines, plain and legible for body. The simplest possible answer, and it never looks wrong.

Right forClinics, dentists, technology, fitness, anything modern that should feel calm and clear.

Slightly mechanical, with unusual details in the letterforms that stop it feeling generic. Precise rather than warm.

Right forEngineering, manufacturing, trades, software, automotive, anything you want to look exact.

A serif with the sharpness turned down. Approachable and confident at once, and the two families are drawn to sit together, so the pairing never fights itself.

Right forAlmost anything. A good default when a client likes a serif but finds Playfair too formal.