Using Typography to Correctly Represent Your Brand
You know how the little, seemingly insignificant details can add so much to something? For instance, if you’re decorating a home, a vase of flowers on the table can add so much. The same goes with shoes to an outfit. Or even a garnish to a delicious dish.
I think that’s how fonts work. They are subtle but can add a nice layer to the vibe you’re going for or that extra punch to make your statement stand out. So we will go over 5 different styles and maybe this can help you make a more informed decision about the fonts your using, how you can show more of yourself through your font choices and how to mix and match to find your perfect fit.
A Study in Fonts:
NOTE: The thing to remember is you can mix and match to make a winning combination that fits your business and personality perfectly but the main thing to remember is don’t overdo it.
I'll go over several styles and show examples of fonts in that style and as you're working through your brand, think about the vibe you want and how you want it to shine through and use these font suggestions according to your own brand style.
To begin, most of the fonts I'll be sharing are great for headlines, subheadlines, navigation and small blurbs. But these next 2 fonts should be paired with your font style of choice. Modern or Classic to best go with the style you want. So let's take a look.
Modern fonts are used by brands that are innovative, bold, contemporary and relatable.
Modern fonts include most san serifs such as what's displayed below. They're clean, easy to read and communicate easily. Using modern fonts also communicates to the widest audience. Most people easily relate with this modern style.
If you're wanting to evoke a timeless or classic brand you'll want to use one of these. Serifs and fonts that are not too dramatic are the way to go.
The good news is, especially if you're going for longevity in a brand, serif fonts can be used to promote and enhance that enduring quality.
As we all know, trends come and go so even as these fonts are beautiful and exciting it's important to think of your brand as long-lasting and not temporary. If you're looking for a brand that is going to last for years and years it's good to think about the longevity of the fonts you use.
If it's a popular font right now it may not be in several months or several years. One of the things that makes brands succeed is when they're consistent. so you want to remember that for whatever you choose that you're consistent with how you use them.
When you have a feminine feel, some fonts you would use can be scripts, or the handwritten look. But you can also get the same feel with some serif fonts and using italics.
The thing about script and handwritten fonts is that you want to use them sparingly because it can seem a bit much if you use them for full sentences.
Using them in headlines and/or subheadlines or even in your logo works best.
If you would classify your brand as fun-loving, youthful or whimsical, this playful style is for you. Most often used with brands that relate with children, the fonts in this style give off a young and charming vibe.
When using these fonts it's fun to use them as headlines, subheadlines or even small opening paragraphs.
If your brand is bold and unique you'll want a font that makes a statement.
These types each have a distinct and noticeable appeal and draw on the fact that the brand using these fonts are unique, unapologetic and appeal to a very distinct audience.
Use these fonts sparingly due to the weight and strength behind this style.
As you develop your brand think of how you want your audience to receive not only what you're saying but also how you say it. Using well thought-through fonts that enhance your brand's message can be the perfect addition to reinforcing your personality and style.
And, one last thing. Because I care about you and want the best for you, here are a list of fonts you should NEVER use. If you use these fonts no one will take you or your brand seriously, especially a designer.
I hope this was a helpful study into why some fonts could work for your brand and why some won't. Let me know in the comments if this was helpful!
Is choosing the right fonts for your brand difficult for you?
If yes, why?