Typography Revival: The Art of Expressive Fonts in Modern Branding

In the age of AI and automation, there’s one thing that still speaks human louder than anything else—typography. And in 2025, fonts are no longer just a design choice; they’re a bold statement of who your brand is.

Welcome to the typography revival.

At Bean, we’ve seen a massive shift in how brands are embracing expressive typography to bring personality, purpose, and punch to their visuals. Let’s dive into how the humble font has become the heartbeat of modern branding.

Why Typography Matters More Than Ever

Fonts aren’t just for reading—they’re for feeling. The right typeface can communicate tone, emotion, and values in a split second.

• Serif fonts evoke tradition, trust, and authority
• Sans-serif fonts feel modern, clean, and approachable
• Handwritten or script fonts bring personality and flair
• Experimental fonts scream creativity and uniqueness

And in 2025, we’re seeing a rise in hybrid and custom fonts that break the mould and command attention.

The Rise of Expressive Typography

Forget bland brand kits. Expressive fonts are breathing life into brand storytelling.

✅ Logos built entirely from custom letterforms
✅ Hero headlines that speak before users read a word
✅ Motion typography that animates emotion
✅ Brand systems where fonts adapt across platforms and devices

This isn’t about choosing Helvetica or Times New Roman. This is about building a font identity that feels alive.

How Expressive Fonts Build Brand Identity

Instant Recognition Unique typefaces stand out and become synonymous with the brand.

Tone of Voice, Visualised Typography mirrors how your brand sounds—serious, playful, bold, elegant.

Differentiation in Saturated Markets When everyone uses the same template, type becomes your edge.

Enhanced Storytelling Fonts guide the rhythm, pace, and emotional tone of your messaging.

When used with intention, typography becomes your brand’s visual voice.

Typography Trends to Watch in 2025

• Maximalist Fonts: Big, bold, and full of character
• Variable Fonts: Responsive designs that flex across screen sizes
• Retro Rewinds: 70s, 80s and Y2K type styles reimagined for digital
• Kinetic Typography: Movement meets message
• AI-Assisted Font Creation: Custom type, faster than ever

Brands are no longer confined to the same old choices. The typographic playground is wide open.

Real-World Examples

• Spotify uses dynamic type in campaigns to reflect user moods
• Duolingo’s quirky font choices match its cheeky tone
• Luxury brands are embracing serif-meets-sans hybrids for a modern edge

At Bean, we’ve helped brands evolve their typography to match their mission—and it’s a game-changer.

Choosing the Right Typeface: The Bean Way

Here’s our approach:

Define your brand personality first

Identify what you want your audience to feel

Shortlist fonts that align with your tone and values

Test across platforms—print, web, mobile, and social

Pair fonts strategically for hierarchy and flow

Typography should never be an afterthought. It’s a core part of your brand system.

Ready to Give Your Brand a Voice?

Whether you’re launching, rebranding, or refreshing—expressive typography can set you apart in a noisy digital world.

At Bean, we craft branding systems that go beyond visuals. Let’s give your brand a type voice that speaks volumes.

Get in touch with us today