A quick tip for designers who find themselves re-branding a company or designing a campaign. Choose your fonts wisely. That really cool font you download from the Internet probably looks great in the headline. But keep in mind that you’ll likely find out later on that the client wants to use it in the body copy of their brochures, posters, annual reports, etc. The last thing you want to be stuck with is a font family that has only a regular and bold font.
Try to use font families that offer a wide range of fonts. You’ll likely need a light, regular, semibold, bold and black version, as well as condensed versions of all of them.