Typography Matters: How to Choose the Right Fonts for Your Brand
Fonts are one of the most important, yet often overlooked aspects of branding. Your brand is so much more than just a logo - it's the total experience your customer has with you, and that includes the fonts you use in your designs. In this blog post, we'll discuss why typography matters and how to choose the right fonts for your brand. We'll also look at some tips and tricks for using fonts effectively in your branding. Let’s dive right in.
The Importance of Typography
Typography is an important element of branding because it can help to add personality and create a unique identity for your brand. When used correctly, fonts can make your branding more memorable and help you to stand out from the competition. However, if not used correctly, fonts can make your branding look amateurish or even unprofessional.
What is the difference between Typeface and Font?
Many people use the terms "typeface" and "font" interchangeably, but there is actually a difference between the two. A typeface is a specific design of letters, numbers, and symbols. A font is a file that contains the typeface - it's what you install on your computer or use in your design software. So when we're talking about choosing fonts for your brand, we're really talking about choosing typefaces. With that said, let's move on to discussing how to choose the right fonts for your brand.
Different types of fonts/typefaces:
Serif
Serifs are the small lines/strokes attached to the end of letters. Examples of Serif fonts: Times New Roman, Georgia.
Sans Serif
Sans Serif fonts do not have the small lines/strokes attached to the end of letters. Examples of Sans Serif fonts: Arial, Helvetica.
Script
Script fonts are designed to look like they were written by hand. They can be difficult to read if used for large blocks of text. Examples of Script fonts: Brush Script, cursive.
Display or Decorative
Display or Decorative fonts are designed for headlines or other short blocks of text. They are usually very bold and may be difficult to read if used for large blocks of text. Examples of Display or Decorative fonts: Broadway, Parisienne.
What is a font system and how to create one?
A font system is a way to organise and standardise the fonts you use in your branding. This can be helpful if you have multiple designers working on your branding, or if you need to use different fonts for different purposes (e.g. headlines vs. body text). A font system usually includes a primary font, a secondary font, and possibly a tertiary font. The primary font is the main font that will be used most often, while the secondary and tertiary fonts are used less often for things like headlines or special occasions.
How to choose the right fonts for your brand
Now that you know the basics of typography, let's talk about how to choose the right fonts for your brand. Here are a few things to keep in mind:
Consider your brand's personality. What kind of feeling do you want your branding to convey? Playful? Serious? Luxurious? The fonts you choose should reflect this.
Keep it simple. Too many fonts can be overwhelming and make your branding look busy. Stick to one or two primary fonts and one or two secondary fonts at most.
Make sure the font is legible. This is especially important if you're using a script or decorative font. If it's difficult to read, people won't bother trying.
Consider the type of design you're creating. Different fonts work better for different purposes. For example, a sans serif font may be best for body text, while a serif font may be better for headlines.
Use a font system. A font system can help you to organise and standardise the fonts you use in your branding. This is especially helpful if you have multiple designers working on your branding or if you need to use different fonts for different purposes.
Creating a Font System:
When creating a font system for your brand, it's important to choose fonts that complement each other and work well together. You'll also want to make sure that the fonts you choose are legible and easy to read. Here are a few tips for creating a font system:
Start by choosing one or two primary fonts. These should be the fonts that you use most often and that represent your brand well.
Choose a secondary font that complements your primary font(s). This font can be used for things like headlines or special occasions.
If needed, choose a tertiary font that adds another layer of interest to your branding. This font can be used sparingly, for things like headlines or callouts.
Once you've chosen your fonts, create a system for using them in your designs. For example, you may want to use one primary font for body text and another for headlines. Or, you may want to use one font for print designs and another for web designs.
Be consistent with your fonts. Once you've chosen them, try to use them as much as possible to create a cohesive look for your brand.
Tips for using typography in your designs
Now that you know how to choose the right fonts for your brand, let's talk about how to use them in your designs. Here are a few tips to keep in mind:
Use typography to create hierarchy. Different font sizes and weights can help to emphasise certain elements in your design. For example, you may want to use a larger, bolder font for headlines and a smaller, lighter font for body text.
Pay attention to line-height. Line height is the amount of space between each line of text. If it's too small, the text will be difficult to read. If it's too large, the text will look scattered and unorganised. The ideal line-height is around 150% of the font size.
Use white space to your advantage. White space is the space in your design. It can help to create balance and make your designs more legible and easy on the eyes.
Experiment with different fonts. Don't be afraid to experiment with different fonts in your designs. Try pairing a sans serif font with a serif font or mixing and matching different weights and styles.
Have fun with typography! Typography is a great way to add personality to your designs. So have fun with it and let your creativity shine through.
Resources to find and purchase fonts:
Always read the small print before downloading a typeface to ensure that it is truly free for all purposes. Some typefaces are free for personal use but not commercial or business usage.
Free fonts:
Paid fonts:
The wrap up
Typography is an important component of branding. The right fonts can add personality and help to make or break your brand. When choosing fonts for your brand, keep in mind the following: consider your brand's personality, keep it simple, make sure the font is legible, and consider the type of design you're creating. With these tips in mind, you'll be on your way to choosing the perfect fonts for your brand.
What are some of your favourite fonts? Share them in the comments below!