2: Typography

Abril Fatface

A bold, contemporary font which stands out among other fonts. This feat makes it ideal for titles, subtitles and headings. Its thin serifs and horizontal lines, along with its weighty body work together to create an elegant yet bold typeface. Abril Fatface would be nicely complemented by thin, sans-serif fonts such as Open Sans or Calibri.

Cambria

A transitional, serif typeface which incorporates a consistent x-height and clean negative space. Cambria is legible and easy to read, and seems to be ideal for reading (long chunks of text). Personally, I enjoy the look of the transitional type face with its unique 'a' and curled 'g'. This would work well in an old-fashioned or transitional graphic design.

Note: Serif typefaces are generally what novels use, and this is because their serifs 'hint' on a connection between words. This helps for smoother reading.

Gotham

The cleanliness of a geometric typeface is a pleasing visual. The even tracking between each character is what makes it 'round' and clean - where people can infer that there is 'nothing to hide'. In other words, this round (also slightly flattened) typeface can come across as 'trustworthy'. For example, President Obama's campaign poster used Gotham for subtext.

Gill Sans

Gill Sans has a 'round' look to it which makes it easy to read, this is because it is a sans-serif. It also has a (almost) consistent stroke weight in the letters (thick stroke, unlike Abril Fatface, Cambria or Garamond) that makes it appear very clean. Having its x-height equal to the overall height of the letters makes it very simplistic, so it would work well body or sub-text. Personally I enjoy the round yet modern look to Gill Sans since it makes a suitable typeface for oral presentations.

Garamond

This is an old-style serif typeface, and we can tell by it's thin (but also slightly varying in weight) strokes. Its thin lines as well as low x-height to full-body height ratio gives it elegance. Being a serif typeface, it is legible and its elegance will convey a sense of trustworthiness - it looks professional. This would be a nice typeface to use as body text for reports as it appears clean and 'knowledgeable'.