What Type of brand are you
How to know which font is right for your brand
If you’ve already settled on a logo, you might already have one chosen font that matches your brand’s aesthetic. But the work doesn’t stop there—you’ll also need a strong secondary font and clear body copy font.
When you start the process, the sheer amount of fonts now readily available might be overwhelming. Follow these guidelines to find the typefaces that work best for your brand.
The branding messages fonts send
Even before a customer reads the message in your marketing, the font is already communicating something to them. Each font delivers a different message and has different strengths and weaknesses.
Serif fonts are the oldest, most classic typefaces. A “serif” is a small decorative line at the end of a character’s stroke. The most popular and ubiquitous example is Times New Roman, the default font for a generation of people using Microsoft Word. Serif fonts are classy, literary and high-end. They are always a good choice for extended paragraphs of text—like books, brochures, and fine print—because they are highly legible and our eyes are accustomed to their shape.
Sans serif fonts
If you remember your high school French you may have already put together what sans serif means—“without serifs.” They don’t have the little feet that serifed fonts have and also tend to have lines that arena thickness from one end to another. This very article is in a sans serif font! They are great for general readability and work very well for fine print. They also have the added benefit of working well in lower resolutions which makes them perfect for digital uses, including websites and e-readers. They always bring strength, clarity, and a modern, clean look to any project they are featured in. Different weights of the same font can offer drastically different tones, for example: thick sans serifs are masculine and hardworking, while thin line version looks glamorous and noble.
Slab fonts are characterized by their blocky serifs. If you’ve ever typed on an old-school typewriter, you’ve seen slab fonts. They bring a old-school, almost nerdy, charm to a project or brand. They have to be used carefully and are usually better for logos and headers, rather than extended text, but are still easy on the eyes.
Script fonts are intuitive—they look like cursive! In recent years, the availability of script fonts has skyrocketed as people look for a unique way to represent their brand. Much like handwriting, there are a vast array of unique script fonts available. They range from the highly calligraphic styles found on wedding invitation, to the incredibly down to earth styles used by bloggers to mimic handwriting. They are decorative and so not suitable for long paragraphs of text but can bring a gentle femininity to anywhere they they appear.
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