Do you write in French?

No. We work in Spanish and English, and French copy is produced by someone who speaks it; we integrate it and coordinate that work. Typography, the scale and the system do not depend on the language and we handle those in full; the text does depend on it, and pretending otherwise shows when you read it.

Do we need a paid typeface?

Not necessarily: there are free families with excellent detail work. What has to be decided before designing is the licensing you need, for web, for an app or for print, and how many weights you will genuinely use. Changing family later touches absolutely everything.

Partly it is, and it would be dishonest to claim that better letter spacing sells more on its own. What changes is legibility and the sense that somebody took care, and that registers before a word is read. It does not replace the product working: it comes afterwards.

BRAND WebCoding · Monaco

Branding and content in Monaco

We build identity and a content system. Starting with the part that shows most and gets explained least: typography, which is decided in numbers and not in adjectives.

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Branding and Content en Monaco

How we work in Monaco

The same technical standard and process we apply to projects of any size. What changes is the knowledge of the local market.

Two members of the WebCoding team organising ideas with sticky notes on the glass wall

Line length, line height, letter spacing

Between forty-five and seventy-five characters per line; any wider and the eye loses the line on the way back. Line height goes up as the line gets longer. Letter spacing tightens in headlines and opens up in capitals. That is three numbers per style.

A short scale, not fifteen loose sizes

Four or five steps applied with discipline. When every page invents its own size, the product reads as though several authors wrote it without speaking to each other. Our own site runs on four levels and one useful rule: if a further size is needed, what is usually missing is hierarchy.

The typeface has a weight, and it is chosen knowing that

A subset with the characters you genuinely use, a compressed format, and a fallback typeface with adjusted metrics so the text does not jump when the real one arrives. A seven-weight family downloaded whole is half a megabyte of misunderstood finish, and it shows on first paint.

Microcopy is part of the identity

How a button, an error message and an empty screen are written. A carefully made brand and a curt “an unexpected error occurred” do not fit together, and those are precisely the texts most people read. The tone of voice is defined for them too, not only for the home page.

Answering your questions