Patrick Marc Sommer
sommer@typoint.comtypoint
Visit the studio (German) Font strategy & brand consultancy
DeutschFont strategy.
Built for your brand.
We analyse and organise the typefaces your company uses. We bring clarity to licences, costs and responsibilities, and develop a font strategy that fits your brand and works in everyday practice.
Read the short version
What we do
We organise your company’s typefaces: which ones do you need, how are they licensed, and who decides how they are used?
What you gain
Clarity on costs, responsibilities and design, so your brand stays consistent across different applications.
How we help
From an initial review, typeface selection and licensing models to guidelines and templates for everyday use.
Julia Schygulla & Patrick Marc SommerBrand / Typography / Organisation
(01: The challenge)
Why global brands lose control of their typefaces.
New brands, campaigns and digital applications often bring more typefaces and licensing models into an organisation. Maintaining consistent design and clear responsibilities becomes increasingly demanding.
Our two-year strategy project with MANN+HUMMEL made one thing clear: typography affects far more than visual identity. It shapes brand consistency, licensing costs and processes.
New brandNew typefaceNew licenceNew responsibility
(02: Typeface portfolio)
How well do you know your typeface portfolio?
Your typeface portfolio includes all the typefaces your company uses. New teams, digital channels, products and technical requirements often lead to more being added.
- 01Multiple licensing models
- 02Restrictive terms of use
- 03Decentralised responsibilities
- 04Decisions accumulated over time
A font strategy provides a reliable foundation for managing your typefaces effectively.
(03: Our process)From the initial review
From the initial review
to a sustainable strategy.
Depending on the agreed scope, you receive a documented review, prioritised recommendations, and guidelines and templates for your team. We agree the specific deliverables with you at the outset.
01AnalysisCreate transparency
Which typefaces are in use?
We analyse your existing typeface portfolio and licences, creating an overview of usage, licensing models and responsibilities.
Deliverable: A documented review of the typefaces and licensing models in use02EvaluationUnderstand opportunities and risks
What costs and risks are involved?
We assess terms of use, cost effectiveness and brand impact. Together with the teams responsible, we identify risks and opportunities for improvement.
Deliverable: An assessment identifying specific areas for action and priorities03StrategyDevelop future scenarios
What structure will support your brand in the long term?
Open-source, retail or custom corporate typefaces: we assess different future scenarios and develop a strategy that brings together your brand, organisation and commercial needs.
Deliverable: A font strategy with reasoned recommendations and next steps04ImplementationEstablish standards in everyday use
How do you put the strategy into practice?
We support governance and change processes, putting the strategy into everyday practice, from central management to reports, templates and digital applications.
Deliverable: Documented guidelines and templates for the agreed applications(04: In practice)Strategic consultancy / Font governance
MANN+
HUMMEL
A company-wide font strategy for a global group of brands.
Strategy project
Team: Julia Schygulla & Patrick Marc Sommer.
Working with international stakeholders, we analysed the global typeface portfolio, developed a business case and evaluated open-source, retail and custom corporate typefaces.
- Analysed the international typeface portfolio
- Developed a business case and future scenarios
- Established a foundation for consistent brand communication
- Prepared for central management through Frontify
The collaboration involves international brand managers, procurement and the legal department. Today, we support the ongoing development of the font strategy and its font governance: the rules and responsibilities that define how typefaces are used.
Read the full case study (German)»A font strategy is a business case. Typography is an economic factor. Leave typography to chance, and you leave your company to chance — losing customers, money and your future.«
(05: Your benefits)
Clarity for your brand.
Structure for your organisation.
Typography connects brand strategy, organisation and communication. That is why we consider its impact on your brand, costs and everyday work.
- Visibility across your entire typeface portfolio
- Clear foundations for decisions
- Reduced complexity
- More cost-effective licensing models
- Consistent brand communication
Readability in practice.
Whether on a website, in a report or in a presentation, we examine type sizes, line lengths, spacing and hierarchy in actual use. We turn our findings into guidelines that help your team design with confidence.
Explore how typefaces change the impression. Try it yourself (German)
(06: Perspectives)
Thinking strategically
about type.
Articles on brand identity, typeface selection and the management of global typeface portfolios. All articles are in German.
From licensing confusion to font governance: how MANN+HUMMEL organises typography across its brand portfolio
Insights into our long-term collaboration: review, business case and central management of the typeface portfolio.
Why global brands need a font strategy
How an expanding mix of typefaces becomes a brand management challenge.
Open-source, retail or custom typeface?
Finding the right solution for a company’s design, technical and commercial requirements.
Why typography is one of the foundations of a brand
How typefaces, hierarchy and guidelines become a recognisable system.
In the press
(07: Contact)Your contacts
Let’s talk about
your font strategy.
We support companies from the analysis of international typeface portfolios to implementation in reports, templates and digital applications.
You do not need a complete overview of your typefaces before getting in touch. In our first conversation, we clarify where you stand and what support would be useful.
We also help with individual questions about typeface selection, licensing or implementation.
Discuss your font strategyPatrick Marc Sommer and Julia Schygulla collaborate on font strategy projects. Julia runs her own visual communication studio.
Julia Schygulla
schygulla@typoint.comSchygulla — Studio for visual communication
schygulla-buero.com