What the Font?!

The Right Font Will Enhance Your Brand

Selecting a font for a client’s brand is one of the more creative, and challenging, tasks in our profession. It’s a delicate art. The right font imbues a sense of quality. The right font can even reinforce brand characteristics portrayed by other design elements. The wrong font can tear all of that apart.

But how does someone who isn’t preoccupied with design choose the right font(s)? Well, you’ll have to start with a basic understanding of what fonts are and why there are so many different types.

Font Categories (to name a few)

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Two Is Better Than One

When we create a brand identity for a client, we include a minimum of two fonts to be paired with the other design aspects of their brand. Typically, this means a primary font and a sub font. The primary font is always used for the brand’s name, with the second font making taglines slogan. On the web, primary fonts are often used for headers, with the sub font used for body text.

Although we choose to pair fonts together, you can certainly have more than two in your brand style guide.

Readability Across Platforms Is Key

It can be tempting to get caught up in the style of a font. We see this sometimes with the appeal of script fonts for certain brands. Script fonts are fun, and in the right context they can add the perfect embellishment. However, where a script might look fantastic on a menu, or an invitation, they don’t always translate on the web. Still, sometimes a script font makes sense, and when it does, let it be the primary font you use when you display your brand name, or start a document (like a menu) and then let a nice sans serif font take the lead with the body of your content.

Finally, Color

Believe it or not, color can change the appearance of a font, quite a bit. Be careful here, you’ll want to find a font that meshes well with the color palette of your brand and reads well in print and online. Test your font choices against your brand colors and common web colors like blue and purple (active and recently used links).

Finding the right font shouldn’t be a chore. It should be a creative endeavor. Take your time and find the ones that uphold your brand, or even moves it forward. Working with a designer is a great way to gain access to exclusive collections of fonts, test drive them across mediums and channels, and make sure they work for you, not just with you.