Choosing the right fonts for your brand is a crucial step. Your choice of font or fonts will help define your brand identity and give a visual impression of your company to customers, staff, and other stakeholders. The goal is to use fonts that will help your brand become recognizable, memorable, and effective. Unfortunately, many companies don’t take this important step when building their brands. A recent study found only one-third of businesses have logo or font identity guidelines in place.
What should you keep in mind? The following tips can help you make the best decision when choosing fonts for your brand.
What is the purpose of your font?
Before choosing a font, you should determine the purpose of your brand identity. Is it to make customers feel at ease? Or to appear upscale and professional? Does it need to convey authority or trustworthiness? What feeling are you trying to evoke in consumers?
Why should I choose these fonts over other font styles?
Before settling on a font, it’s worth checking to see what the competition is using. For example, many restaurants use variations of Caslon or Garamond because these fonts are associated with traditional dining and upscale cuisine. Meanwhile, fast-food chains tend to gravitate towards fonts that appear more contemporary or fun.
Will this font be easy-to-read for my audience?
Another important consideration is how readable your letter fonts will be for your target market. Will it be too difficult to read quickly and easily, or will it require an in-depth explanation? Pick a font that can communicate your message and convey your brand’s value without distractions.
What colors should I pair with this font?
Another important consideration is color. Choosing a contrasting or complementary color can help your brand look consistent and aesthetically pleasing. For example, dark inks and fonts often pair better with lighter background colors because they’re easier to read. Similarly, it’s wise to avoid pairing bright colors with light fonts as this can be distracting and irritating for the eyes.
Check out fonts that you can pair on Creative Market.
Will this font work well in a variety of digital and print mediums?
Another important consideration is the versatility of your font. If you choose a script or cursive font, will it look as good digitally as it does offline? Is it legible on smaller screens such as those found on mobile devices? Is it more beneficial than a sans serif or serif font? It’s useful to consider how your font will work in a variety of mediums before settling on a final choice.
Will this font look and read well when it’s used across all brand touchpoints?
Another important consideration is the impact certain fonts can have on your business or organization as a whole. If you decide to use one font online and another offline, this can create inconsistency and confusion for customers. It’s worth considering how using one font will impact other elements such as your newsletter, website, signage, and promotional products.
What is the best way to integrate my new fonts into my brand identity?
Once you’ve settled on a final choice, it’s time to decide how to integrate it into your brand identity. For example, will you create a color palette that matches or complements the font? Will you use both upper and lower case letters? You could also consider using a logo lockup or other visual elements to tie your brands together.
Is this the right time to change my fonts?
Another important consideration is whether enough time has passed since you last tweaked or changed your brand fonts. For example, if your business is on a slow growth trajectory, it might not be the right time to invest in any major changes. On the other hand, some font changes can help a brand distinguish itself from its competitors and give it a more modern feel.
Is there a potential for this font to become dated?
Another important consideration is whether your chosen typeface could feel outdated or passé in a few years. For example, comic sans has been popular since the 1990s but has recently come under fire as an ‘unfriendly’ and ‘demented’ choice for businesses. On the other hand, geometric sans serif typefaces are often used by modern brands to give themselves a sleek and contemporary feel.
How does this font work with my brand’s visual identity?
Another important consideration is whether your new fonts integrate well with your existing visuals. For example, if you use bold colors, a light and delicate font might not represent your brand’s values. Similarly, if you have an informal tone of voice, a more formal font might not fit the bill. It’s worth considering how all elements of your visual identity – including colors, logos, and fonts – work together as a unified whole.
What is my new font most similar to?
Another important consideration is whether your new font has any existing competitors. For example, if you’re considering a sans serif font, you might find that many are similar to one another. It’s worth doing your research and thinking about what other brands are using before settling on anything final.
The right font choice can help you stand out from the crowd and give your business or organization a more contemporary feel. However, it’s important to remember that cool fonts are a subjective area and what works for one company might not work for another. It’s also worth doing your research before settling on a final choice so you don’t have to go through the process again any time soon!