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Finding Your Typeface: How Typography Makes or Breaks the Brand

December 26, 2021
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7. mock up 2 Bakers Dozen

Sure, there are millions of fonts out there. It can seem overwhelming when you’re trying
to choose one. But you don’t have to figure it all out on your own. When selecting a font for your brand, it is crucial to consider who you are and where you want your brand to go.

What is a Font Anyway?

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Fun Show – Display Font

A font combines typeface, size, weight, slope, and style to make up a set of printable or displayable characters.

This text you’re reading right now looks the way it does because of the font chosen to draw the letters onscreen.

Fonts are used in design to communicate a certain mood or atmosphere.

Different fonts will alter the context of the words immensely. For instance, Comic Sans are often used for playful or informal messages. In contrast, Helvetica may be used to communicate a more serious tone.

Fonts significantly impact your brand ( and everything visual you produce ).

A quick primer on the two main categories of fonts (serif and sans serif)

Fonts are classified into two main categories: serif and sans-serif.

A serif typeface is characterized by small lines, or “serifs,” on the ends of letters. Sans-serif typefaces lack these lines.

Serif typefaces were the most common fonts before the invention of computerized printing. They still appear in print regularly because they have been proven to have greater legibility, especially in the printed text that has small point sizes and low levels of contrast between thick and thin strokes.

Sans-serif typefaces saw a rise in popularity after the invention of computers for several reasons, including their strong legibility at low resolution and clarity when used with high resolutions.

So What Type of Font Is Best For Your Brand?

Nothing is more important than making your content look good and read well. Good typography can elevate the look of any business, and you can make it worse by using poor typography.

Use only a few different fonts in your designs. It makes your design look unprofessional and cluttered. Similar to using color, use two typefaces and a maximum of three.

The first factor to consider is the typeface itself. Depending on what your company does, you may want to use a more traditional serif typeface for body text, such as Bodoni or Garamond, or a sans serif font like Helvetica for headings.

Serif fonts are easier to read at smaller sizes, so they’re best for body text, while sans serif fonts work better at larger sizes.

You might also want to think about the message you are trying to send with your brand.

For example, suppose you run a business that takes itself very seriously. In that case, you might want to choose a classic serif font like Baskerville or Times New Roman. On the other hand, if your business is casual or fun, you might want to go with a more modern-looking sans serif font like Helvetica.

Choosing the right font for your brand is not easy. However, it is essential to select a font appropriate for your business, balance visual appeal with readability, and resonate with your target audience.

Consider what you want to convey

Choosing the right fonts can make the difference between a design that looks cheap and one that looks professional.

If your audience doesn’t trust your brand at first glance due to poor typography choices, they may not even bother reading anything else you have to say.

Keep things legible

A clear and legible typeface is preferable to one that is difficult to read. Individuals will likely disregard your brand if they take additional time to decipher what you’re saying.

Additionally, it is critical to select a typeface that is legible in a variety of sizes and weights to retain readability across uses ( verify that the typeface you choose is readable on smaller screens )

Don’t try to mix and match too many different fonts

In your design, don’t use more than 2–3 typefaces. Start by playing with different sizes and weights for your current typefaces before adding a new typeface.

Some examples

Some examples of how fonts can match a brand.

When your brand speaks of elegance and beauty

Fonts such as Avoda are appropriate when your brand has to ooze sophistication and elegance. Its clean lines and robust structure make it a fantastic choice for enhancing any brand’s visual appeal.

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Avoda Modern Sans Serif

Other choices to tell an elegant story:

Secret Mansion

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Secret Mansion Typeface


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Marsela Typeface

When your brand needs to be powerful

We want to look at a typeface like Cold Army for brands that need to exude strength and reliability. Its heavier feel and distinct shape give it a weight that demonstrates you are not messing around.

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Cold Army – Stencil Display Font

Other options for a strong brand:


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Urbanded – Display Font


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Runboy – Slab Serif Font

Putting it all together

Choosing how to represent your brand, company, and products can be difficult. Keep in mind the feeling you’re trying to express and the emotions you’d like to instill in your audience.

Before choosing a font to move forward with, consider your brand values, your audience, where you’ll need to use a typeface, and in what sizes. Choose a couple and experiment with how they feel and look across a number of implementations.

A good font will bring a whole new level of meaning to your brand, so you want to choose well and invest the right amount of time and money into the decision.

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