Finding the perfect font family for your message, voice and personality is an art form that may seem insignificant, but has been scientifically proven to increase site traffic and conversions. The right typography in the right place should make skimming a page or finding information effortless so that they can focus on what is being said rather than be distracted by poor formatting choices.
The next ingredient is a vision statement. Vision statements are brief sentences or paragraphs that show your employees, partners, and customers where you envision the company going in the future.
They don’t focus on what you do or who you are now, they define where you are going and who you want to be five, ten or fifteen years from now.