One brand voice, several scripts, identical typography.
Custom fonts are where multi-market campaigns most often drift off-brand: a missing weight here, a substituted Arabic face there. Handling licensing, uploads and fallbacks deliberately keeps every market consistent.
- Licensed brand faces
- Arabic and Latin pairing
- Verified before export
- No credit card required · Full per-size control
Licensing and file preparation.
Getting these two right removes most of the typography problems that surface later in the campaign.
Check the licence scope
Desktop, web, app and broadcast licences cover different uses, and some foundries require a separate permission for uploading fonts into a production tool. Confirm the scope before the campaign, not during it.
Prepare the right files
OTF, TTF or WOFF2, one file per weight and style you actually use. Keep the foundry originals; files re-exported from a design application often lose kerning and OpenType features.
Account for missing weights
If a weight is absent the renderer fakes it. Faux bold thickens strokes unevenly and faux italic simply slants the letterforms — visible immediately next to a real weight.
Define the fallback
Choose a fallback with comparable x-height and width so a missing glyph does not re-wrap the headline. Leaving this to the system default is how markets end up with different line breaks.
Pairing Arabic and Latin without losing the brand.
Arabic and Latin typefaces rarely align at the same point size. Consistency here is optical, not numeric.
Match apparent size
Arabic text usually needs a slightly larger size than the Latin face beside it to read at the same visual weight.
Increase line height
Ascenders, descenders and diacritics need more vertical room. Latin line-height values applied to Arabic look cramped.
Verify glyph coverage
Confirm the Arabic face covers the numerals, diacritics and punctuation the copy uses before the campaign is localized.
Keep weights parallel
Map each Latin weight to its closest Arabic counterpart so the same hierarchy reads across markets.
Watch shaping
Arabic letterforms connect contextually. A face without proper shaping support produces disconnected, incorrect text.
Test the real copy
Test with the actual localized strings, not placeholder text — real copy exposes length and wrapping differences immediately.
A repeatable font setup for every market.
- 1
Confirm licensing
Verify the brand's licence covers the intended use in every market before uploading anything.
- 2
Upload complete families
Every weight and style the brand actually uses, per script, stored in the Brand Kit for that brand.
- 3
Assign roles
Map headline, subhead, body and disclaimer to specific faces and weights, for both Latin and Arabic.
- 4
Set fallbacks
Choose a deliberate fallback per script so a missing glyph never silently changes the layout.
- 5
Render and verify
Preview real localized copy at real ratios, then check one export before running the full set.
Rendering and export verification.
- Every weight referenced by the layout is actually uploaded
- No faux bold or faux italic in any output
- Diacritics and descenders are not clipped
- Arabic text shapes and connects correctly
- Numerals render in the intended style per market
- Line breaks match the approved copy in each language
- One export compared against the on-screen preview
- Fonts confirmed loaded before the full export runs
Typography inside the wider workflow.
Fonts belong in the brand system rather than in individual campaign files — see building a reusable Brand Kit for how to structure that. For direction-aware layout beyond typography, read RTL ad production for Arabic campaigns. The production workflow shows where font rules are applied, and the per-size QC checklist covers the final render inspection before delivery.
Frequently asked questions
Do I need a specific licence to use a brand font in ad production?
Which font file formats should I upload?
What happens if a weight is missing?
How should fallback fonts be chosen?
How do you pair an Arabic typeface with a Latin one?
Why does exported text look different from the on-screen preview?
Related resources
How to Build a Reusable Brand Kit for Campaign Production
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Why Approved Creatives Break When Adapted to New Formats
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Manual Ad Resizing vs Guided Creative Production
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Ad Format Reference: Square, Portrait, Story, Landscape and Banner
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Per-Size Quality-Control Checklist Before Export
7 min read
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