There are lots of choices out there when it comes to type. To say that it’s a little overwhelming would be an understatement. Unfortunately, choosing the fonts you want for your brand can add a whole new level of anxiety and confusion. But, don’t worry, there’s hope! I’m here to walk you through the most important things you’ll need to consider when choosing your brand’s typography.
To get started, we’ll need to embark on something of a crash course in typography.
Typography, by definition, is the style and appearance of text. Typography also refers to the art of working with and arranging type with regard to size, style, and spacing. At its simplest, typography intends to make content attractive and easy to read. But good typography can often do so much more. Typography can bring organization and structure to a design, build brand recognition, and even help to influence decision-making.
For designers, typography contains multiple elements that need to be taken into consideration. However, for our purposes, we’re going to keep things fairly simple by concentrating on the fonts themselves.
In general, fonts fall into one of roughly six categories. Like people, the fonts in each category have their own characteristics that give the font its overall personality:
Serif: Serif fonts are the most classic, traditional font style. The word “serif” refers to the little “feet” at the top and bottom of each of the letterforms. Serif fonts can work well for logos but are especially useful for large areas of text due to their high readability. In terms of personality, serif fonts are ideal for communicating a sense of trustworthiness.
Sans Serif: Sans serifs are fonts that lack the little serifed “feet.” Sans serif fonts are considered to be a clean, efficient, and modern choice. They are highly readable in a range of sizes and their less-detailed shapes make them perfect for use on digital screens. Sans serif fonts are especially useful if you’re looking to give your brand a sleek, minimalist look.
Slab Serif: Slab serifs are fonts that have large, block-like serifs. Slab serif fonts easily bring a vintage vibe to any design and work well for those looking to add a bold, outdoorsy, or athletic look to their branding.
Script: Script fonts are those that simulate cursive handwriting. These fonts can either be formal or casual in style. The more casual scripts work well for anyone looking to lend a “homemade” feel to their branding.
Handwritten: Handwritten fonts differ from formal or casual scripts in that they lack the structure and definition of a traditional script. Handwritten fonts bring a sense of creativity and uniqueness to a design and are popular choices for small business logos.
Display: A display font is intended for use in large sizes (think posters, billboards, etc). These fonts are mainly used for headings, rather than for large areas of body text. Display fonts tend to be fun, playful, and eccentric.
Tips for Choosing Your Brand Fonts
Now that you have a better practical understanding of typography, here are some tips that will help you make better decisions when choosing fonts for your brand:
Understand Your Brand’s Personality: Consider the vibe of your brand. Is it classic and traditional? Edgy and modern? Quirky and playful? Make sure that the fonts you choose are going to accurately reflect the impression you’re trying to create with your brand.
Consider Legibility: Even if you choose what you think to be the most beautiful font ever created, you’re not going to get very far if that font is difficult to read. Style is nothing without substance, so make sure that every font you’re choosing is legible. This is especially important when considering handwritten or script fonts, as these types of fonts can often contain features that make them less reader-friendly.
Understand Licensing: This is where things can get a little tricky. Make sure that any fonts you use are properly licensed for what you’ll be using them for. As a general rule, it’s always better to stick with fonts that are licensed for commercial use, whether they be free or paid. If you’re on a budget, there are plenty of sources for commercial use fonts that are either free or low cost. Whatever you decide, always remember to read the license agreement for the fonts you’ll be using, and don’t be afraid to ask questions or contact the seller if you’re confused or unsure.
Look for Compatibility: If you’re using more than one font for your design (your logo, your website, etc.), pay particular attention to the way your fonts work together. Is there a sense of harmony and balance? Do you like the way they look together? If you’re not sure, there are plenty of tools online that can help you. Try sites like Fontjoy and Fontpair to help you find fonts that work well together.
Use a Limited Number of Fonts: Always try to avoid using more than 2–3 fonts in your design. If you feel your design needs some extra oomph, try experimenting with the different styles and sizes within the group of fonts you have chosen (italics, bold, small caps, etc).
If you’re looking to take an even deeper dive into typography, you can learn more about the subject here.