The choice of the right font positively affects the communication of an event, festival, company, or single product. A brand with a customized typeface can strengthen its distinctiveness and create more effective campaigns. And it is precisely for this reason that the ability to study and design "customized" lettering and typefaces is paramount. Type Design contributes to improving a brand or product line's marketing strategy, positioning, and identity-building process. It is not limited to an ordered set of signs belonging to a system that we call the alphabet. Instead, it features a process that goes from the first sketches made on paper combining brain, eyes, and hand – as, before the advent of technology, these human elements were the only tools employed in design – to the typeface implementation, a technique involving design and cultural professionals with multidisciplinary, polytechnic skills. Only after having verified and tested the relationships between the elements of complex scripts we can create different families and styles and produce or, in some cases, distribute a font. The typographic typeface follows specific rules whose primary objective is legibility, thus remaining open to experimentation and creativity.
