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Web designers are looking for a smarter and more creative workflow to meet the demands of an increasingly complex digital world. Consciousness is turning to content, and therefore typography as the starting point for the design process. But type online is tricky: it has to look good AND behave well. This has lead to a trend of setting type for the web as a working prototype from the very start of a digital project, and developing a branded experience outwards from that key ingredient: readability.
Jamie Neely was co-founder of Front, a web strategy, design and technology studio and is also the Creative Director at Typecast, which was recently acquired by Monotype. “We believe that as sites become more responsive, devices proliferate and screens shrink, typographic decisions become even more important and influential on site success.” http://www.typecast.com