Type is the most repeated brand touchpoint. It appears everywhere; from wayfinding and signage to websites, documents, campaigns, and internal communications. It shapes tone, authority, and emotion long before anyone reads the words themselves. That’s why we see typography not as decoration, but as one of the most powerful tools a brand has.

 

We design identities from strategy. Starting with type allows us to define a voice that is unmistakably yours and build systems that work consistently across audiences and platforms. We don’t begin with how things look. We begin with how they need to work; supporting long-term growth, clarity, and adaptability.

 

Applied Systems is an independent design studio specialising in type-led visual identities and brand strategy. We create considered, meaningful experiences that help organisations communicate with confidence and intent. Our work is measured, collaborative, and strategic, grounded in research and a deep understanding of context, heritage, and use.

 

Our process is designed to build trust and internal buy-in as much as it builds strong visual systems. We question the brief, involve key stakeholders early, and focus on how the identity will function in the real world. The result is work teams understand, believe in, and can confidently build upon.

 

Custom typefaces aren’t just for global brands. They’re for organisations that want clarity, consistency, and a voice that genuinely reflects who they are. A custom typeface becomes part of a brand’s infrastructure — designed specifically for your organisation, used freely across platforms, and built to grow with you over time.

 

Custom type should feel like a strategic decision, not a leap of faith. If you’re considering how typography could support your brand, we’re always open for a chat.