Typefaces have a crucial part in designing a business’s visual face.
Visual communication needs to be clear, as we are poured over with an enormous amount of information every day, and this is why it is important to know how to choose typefaces for each project you are working with.
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 make 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.
4 branding personalities
G R O U P 1
G R O U P 2
G R O U P 3
G R O U P 4
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
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.
Examples: Folio, Modernica light, Heavy, Bailey Sans, Bold, Transat Text, Helvetica, Arial, Verdana
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.
The Art of Typography
The art of typography is all about creating pictures with words. Every typeface imbues the text with its own subtle connotations and cultural associations, making typography an incredibly powerful design tool once mastered.
Weather you are designing the interior or cover of a book, an advertisement, or a website, or undertaking any kind of creative endeavor, the typefaces you choose can either elevate or distract, make an impact or be instantly forgotten.
With so many options at your fingertips, it’s easy for new and veteran designers alike to be stymied by the choices.