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Initial thoughts, since I've never read anything specifically about it, is that since typography is the primary method of communication, from print to digital, it is not only important, it is a huge part of a brand in general. Consistency in type is as important as the consistency in any other part of a brand make-up.
Urgently need this for my co-workers or maybe the whole agency.
Have any of you come across anything explaining the importance of typography in branding?