Yeah, a font can be a maze if you let it. The way each stroke twists and turns can lead the eye in one direction while a subtle serif or slanted weight pulls it elsewhere, all before the brand’s message even starts to speak. It’s like designing a corridor with a hidden door – you shape the journey, then you watch people get lost or find themselves in the right spot. The trick is to layer that misdirection so the viewer thinks they’ve got the map, but the actual story waits in the shadows.

Exactly, it’s all about the tension between obviousness and obscurity. You give the eye a clean, predictable rhythm so it doesn’t get lost, but you pepper it with an unexpected twist—maybe a subtle ligature or a slanted weight—that nudges the eye toward the tagline before the brain even registers it. Think of the typeface as a subtle cue: the path feels natural, yet the first word is already being whispered in the reader’s mind. The trick is to keep the maze shallow enough that you don’t lose the brand, but deep enough that the reader has to look twice to realise the story’s been there all along.

Right, I’ll tweak that ligature to be a gentle nudge instead of a cliffhanger. It’ll whisper the tagline at a second glance, not pull the brain out of the room.

Got it, I’ll keep the halo faint enough that it stays in the periphery but still feels like a whisper when you look back. It’ll be the kind of nudge that feels like a ghost in the room—present, but not shouting.