Type is the tangible medium through which language is disseminated, so it has a primary importance in any kind of print and screen communication.

In branding, type’s role is to drive a message of difference—what it is about a brand that is distinctive, special, valuable and relevant to a consumer.

Developments in web typography mean website and mobile design can be synced with design for print and TV. This is extremely beneficial and a huge opportunity for brands to communicate different expressions of the same message.

Gareth Hague.