The sans serif is Unica77, a blend of Helvetica and Univers, which was designed to be a “neutral carrier” of information. The serif font is GT Super Text. In the past, our website’s typography has always had a distinct visual character and we found that this visual character often clashed with the brands we were presenting. For example, we’ve previously used a rounded sans serif with a friendly personality as our brand’s primary typeface. When we presented brands such as Huckle & Goose—a brand with a warm, elegant, gentle character—our branding would impart a dissonant visual character that conflicted with our client’s brand. The goal with our current typography is to be as neutral as possible to serve the primary goal of our website: to show off the brands we’ve created.