These tiny tweaks do wonders for luxury brands
LUXURY INSIGHTS | November 23, 2025
Timeless insights for luxury brands.
While the Richard Carlson saying “don’t sweat the small stuff…and it’s all small stuff” certainly has truth to it, the opposite is actually true when it comes to luxury branding.
It is often the tiniest of details and the slightest spacing adjustments that makes the difference between ordinary and extraordinary.
01. INSIGHT
Luxury brands pay acute attention to the seemingly insignificant details, such as font weight, letter height, and the space between each letter.
Typography is often overlooked, yet it sets the tone for your brand and should align with your brand values, identity, and positioning.
Successful luxury brands select typographic styles carefully, use font pairings intentionally, balance white space beautifully, and ensure consistency across all platforms.
Alignment, letter spacing, line spacing, and typographic hierarchy should all serve to reinforce your brand’s unique identity and market position.
To refine your typography, consider these 7 suggestions:
Consider custom typefaces for a truly exclusive brand identity
Contrast Serif fonts with Sans Serif fonts to balance tradition and modernity
Pair two to three complementary fonts to create stunning visual contrast
Adjust letter spacing and line height to ensure both clarity and refinement
Incorporate ample white space to achieve a clean, luxurious aesthetic
Clearly define your font selection, weight, sizing, and hierarchy (and reference it!)
Keep your typography consistent across all brand collateral and platforms
02. INSPIRATION
“Typography must often draw attention to itself before it will be read.
Yet in order to be read, it must relinquish the attention it has drawn.”
— Robert Bringhurst
03. INTENTION
Sometimes a simple spacing, height, or alignment adjustment can completely transform the feel of a brand.
Does your typography align with the personality of your brand?
Have you considered the finest details, such as letter spacing?
Remember, luxury is a feeling and the tiny touches often make the biggest difference.
Make it a fabulous week,
Luxury Brand Communications Strategist
Creator & Author of Luxury Insights
ABOUT THE AUTHOR
Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.
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