Fonts are not one-size-fits-all. A typeface that works well in English may struggle when adapted for Arabic, Chinese, or Devanagari scripts. Latin-based typefaces rely on ascenders and descenders for readability, while Arabic requires fluid connections, and CJK scripts depend on balanced strokes. Brands expanding globally must ensure typographic consistency by choosing fonts that support multiple languages, avoiding mismatched typography that weakens readability and brand identity.

Each language has unique typographic needs. Latin scripts rely on spacing, stroke width, and x-height for clarity, while Arabic demands well-designed ligatures and smooth connections. CJK scripts require precise stroke balance to prevent visual clutter, and Devanagari depends on careful vowel positioning. Selecting a multilingual font family that harmonises these variations ensures readability across different writing systems.

Beyond legibility, fonts carry cultural meaning. Serif fonts, associated with tradition and authority in the West, may not convey the same credibility in East Asian markets, where clean-lined sans-serif styles are preferred. In the Middle East, typography blends calligraphic heritage with modern clarity, while East Asian brushstroke-inspired fonts evoke authenticity. Understanding these nuances helps brands create typography that resonates with their target audience.

To achieve legibility across cultures, designers should opt for multilingual font families like Google’s Noto, prioritise readability over style, test fonts across different devices, maintain consistency between scripts, and adjust spacing for complex writing systems like Arabic and Devanagari.