It is also an extension of the creative idea. Without proper execution of type, the idea is only a concept.
Type can make it come to life.
It embellishes the concept visually, adding attitude, style, and feeling. In the digital age, there are many more options for typographic enhancements. Customized fonts can be created for a specific need and client. Existing fonts can be altered to satisfy a creative concept. Kern pairs can be added to fonts for heavy production requirements.