007 – Do not choose the latest cool typeface for every new project you work on: It might be tempting to choose the latest typeface for a new project, but it is important to think about the structure of the typeface and its durability. Some projects may be looking for a trendy typeface design because their brand may focus on trends or the design may only be seen for a short period of time. However, when developing brand identity systems or larger-scale projects it is important to take into account the durability of the new typeface. If it is a variation on a classic font that can withstand time, then go right ahead and use the new typeface. If it is very specific and could be considered “trendy” I would stray away from it because the brand identity might seem out of date shortly after the completion of the project. It is also important to understand the client and what they are looking for. For example, if you are doing a project for a well-established brand, they will likely not be looking for a unique and ostentatious typeface that could distract from their well-established brand identity.

017 – Do not mix serif fonts: Unlike san-serif fonts, serif fonts have less flexibility in their pairings. By utilizing serif fonts in a design they are likely to be too similar and can be viewed as a design mistake as opposed to a beneficial font pairing. It is often considered a better pairing to have the secondary typeface be a san-serif when the primary is a strong serif font.