What does your font say about your brand personality?
Whether it’s print design, a marquee, a logo, or web copy, choosing the right typography for your brand design is crucial in expressing your brand personality, but ironically, it’s usually given the least thought by most business owners. We believe it’s just as important as brand illustrations, photos or other graphic content. It tells people if your brand is fun, moderns, luxurious, playful, tough, casual, serious or professional. In other words, it’s an element that lets you convey your brand tone and personality.
Typography isn’t just about choosing a font — it’s about style and appearance. Arranging content into a visual hierarchy that makes sense and draws attention in the right places is important. So are contrast, white space, font choice and font size.
Below, we’re sharing some examples of font pairings, styles, weights and thicknesses so you can see how typography changes the personality and tone of the design. Some examples are using Google Fonts, which are available as free downloads for use in print design or website design projects. All examples are using Royalty Free stock photos from various sources as marked.
For the Love of Fonts!
You should choose fonts that are legible, harmonious with one another, translate brand personality well, and set you apart from your competitors. Many typefaces are available in varying weights of boldness, thicknesses, styles and lengths. Serif fonts (typefaces with tiny feet or tails) are considered easy to read and more formal, although for digital use some serif fonts are small and don’t display well on pixel-based screens. Sans serif fonts are considered more modern and cleaner from a digital perspective. As designers, we make appropriate font choices based on application. It is not unusual to use more than one font choice for a branding project — often pairing serif and sans serif fonts together.
During an exploration of fonts, you’ll find that there are literally thousands available for use in print and web. Online stores like Creative Market have cool and unique fonts available for purchase; but, you can also find plenty of FREE font choices from The Hungry JPEG, Dafont, Creative Bloq, and Google Fonts just to name a few! Before using fonts in your projects just be sure to check license information. Some fonts are free for personal use only.
Newspaper clippings, magazine articles, promotional ads, signs and concert posters are just a few of the places you can find typography inspiration. Another great place is Pinterest. You could start by checking out our Board, We Love Typography, and then creating one of your own. Inspiration boards on typography or colours could create a great starting point for meaningful discussions when you are ready to start building your visual brand.
Be smart about your typography. Use it to engage, guide and persuade your readers. When in doubt, engage an agency like Original Ginger to help you! In the meantime, may we also recommend reading our post, Spring is here; Love That Colour Inspiration.
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