Typefaces have a crucial part in designing a business’s visual face, and this is why you need to know how to choose typefaces for your brand. Visual communication needs to be clear, as we are poured over with an enormous amount of information every day. Fonts, colors, and shapes are the first signals that your potential customer will notice in your business’s presentation, and only the look of them makes his/her subconscious do a quick conclusion about the product.
One kind of typeface can forward your message in a very formal and informative way, but at the same time, another font may send your information in a much softer, more instructive way.
Typefaces is a beautiful world that opens up your eyes and makes you understand how letters and shapes affect us daily.
For example, if you want people to expect that what you offer is a product that is easy to use, then use easy-to-read, san serif fonts in your texts. If your goal is to leave a quick impression that your offer requires skillfulness, use the font types requiring focus, like serifs.
Four branding personalities
GR O U P 1 – fun, youthful, open, and sparkling branding
Learn all about group 1 brand styling here: Brand Styling 1: How To Brand a Youthful, Open, and Happy Business.
Get your free fonts from Creative Market:
G R O U P 2 – calm, elegant, understated, and feminine branding
Delicate and modest group 2 personality is open for elegant calligraphy or feminine, flowing handwriting typefaces.
Learn all about group 2 brand styling here: Brand Styling 2: How To Style an Elegant, Feminine Business
G R O U P 3 – earthy, organic, nostalgic, and abundant branding
Bold, open, and friendly scripts as a handwriting or a retro-style letterhead, stamp style, other nostalgic, earthy
Learn, how to pull together all Group 3 visuals for a cohesive result: Brand Styling 3: How To Style an Earthy, Community-Focused Business.
G R O U P 4 – high-end, exclusive, luxury branding
Bold and self-secure, and you need to use dramatic scripts. Oversized, minimalistic calligraphy or handwriting.
Make sure that you learn all the tricks you need for creating a cohesive luxury branding: Brand Styling 4: How To Style A High-End, Luxury Business.
The right fonts for your logo
Choose a memorable, prominent typeface that you do not use anywhere else in your business’s materials.
If you combine different texts in the logo, try to play with the opposites: the serif main text, the sans serif subtext, large main text, very small subtext, etc.
You can find many great logo templates in Creative Market, like this one by Eclectic Anthropology.
Typefaces for web and print
Choose between two or three different font types for your texts, and use them in different thicknesses and sizes, if necessary. In some cases, you may need one or two extra types, especially if your business has large amounts of text, and therefore you should keep a comprehensive system.
You may need one, at the maximum of two, for letterhead titles and one font for the main text. Consider the specifics of the above-mentioned font types for readability when selecting the font type appropriate for your business.
There are no “ears” on the letters, and the texts in this typeface look simple and are easy to read. Therefore, such fonts can be used in texts where content does not require much concentration. These fonts may, if properly used, give texts a modern and innovative look.
Perfect for group 1 personality, paired with a vivid tone palette and supported by illustrations or photography with an open and playful nature.
Serif fonts have little “ears” at the end of the strokes that give the text an intelligent and formal look. Serif fonts can leave a traditional impression, and some of them look very elegant.
Longer texts written in serif fonts require focused reading, and serifs are therefore often used for texts that contain educational information.
Also, serif fonts can be used to give the text a self-confident and “expert” look.
Examples: Bodoni, Didot, Palantino, Times, Bell, Sabon, Garamond, Baskerville.
Examples: Folio, Modernica light, Heavy, Bailey Sans, Bold, Transat Text, Helvetica, Arial, Verdana.
Images from Canva: Serif vs. Sans Serif.