Fonts impact your readers’ perception of your brand. That’s why choosing brand typography that reflects your business’s personality and values is one of the key components of visual branding. Brand typography is a visual element of a brand style guide, or brand book, that formats your written copy in a readable way and aligns your messaging with your brand personality.
In this visual age where content is king, choosing the right fonts for your brand is a matter of strategy. The fonts you choose can shape perceptions, evoke emotions and build lasting connections with your target audience. They connect your brand’s visual identity and the stories you want to tell. In this article by FOR®, we’ll look at the 5 steps to find a brand font for your business.
Brand Fonts & Their Personalities
Before you get started you need to know that every font sends a different message. As a business owner, you’ve probably already defined your brand voice that helps you connect with your customers. So knowing what message each font sends will make choosing fonts easier for you.
In this section, we’ll cover 5 main types of fonts and the message each one sends about your brand.
Sans serif Fonts
These fonts are clean, modern and to the point. They don’t have the decorative “serifs” or small lines at the ends of characters found in serif fonts. These are the most readable and work well for headlines and body text. Sans serif fonts like Arial and Helvetica convey simplicity, minimalism and modern design.
If you want to convey simplicity and modernity in your brand name choose sans serif. Brands like Microsoft, Panasonic, Kawasaki, Jeep, LinkedIn, Calvin Klein and Google use sans serif in their branding.
Serif Fonts
Unlike sans-serif fonts, serif fonts have decorative lines or “serifs” at the ends of characters. Serif fonts convey tradition, professionalism and a sense of history. Fonts like Times New Roman and Baskerville fall into this category.
If you want to create a formal brand personality, serif fonts are for you. They help you show you’re trustworthy while building brand awareness. Brands like Rolex, Tiffany & Co., Prada, Gucci, Vogue and many others use serif fonts in their branding.
Script Fonts
Script fonts mimic cursive handwriting and have a flowing, calligraphic quality. They’re used by brands that want to convey elegance, creativity or a personal touch. Fonts like Alex Brush and Dancing Script fall into this category.
So make sure the script fonts you choose are also legible. Brands like Coca-Cola, Instagram, Cadbury and Cadillac use script fonts.
Handwritten Fonts
As the name suggests, handwritten fonts simulate the look of handwriting. They add a personal and informal tone to brand messaging. Brands looking for authenticity and approachability use handwritten fonts.
If you want to make your brand stand out and get ahead of the competition include handwritten fonts in your list. Consider your marketing strategy, main message and target audience while choosing handwritten fonts. Brands like Barbie, Kellogg’s, Harrods and many others use this font.
Decorative/Display Fonts
These are highly stylised and unique fonts often used for artistic or creative projects. They can evoke many emotions and are for brands that want to be unconventional and attention-grabbing.
Use these for your brand if you want to show your brand and connect with your audience emotionally. Brands like Fanta, LEGO, Disney, McDonald’s and many others use this font.
Brand Personality
Brand personality is part of a brand identity that also increases brand awareness. It’s the collection of traits your customers associate with you and remember you for.
Brand fonts and typography, like other brand elements, must be aligned with your brand’s personality. You may have already defined your brand’s personality in concrete terms but if not take time to think how you want to be perceived.
Brand owners, managers, decision-makers and every member of your team should think in terms of the main types of brand personalities or brand dimensions and their characteristics.
Final Thoughts
By using the right brand fonts your customers will see your brand the way you want them to. Whether you go for sans serif or handwritten fonts your brand fonts will become part of your brand’s visual identity. Coming up with brand typography is a complex process that will give you more recognition for your brand and consistency of brand personality across all channels.
But your brand’s visual identity is more than just fonts. Elements like colours, logos, social media graphics, presentations and all kinds of visual materials that represent your brand externally and internally will shape your brand identity. If you want to Boost your online presence by choosing the right typography in branding. You can work with a specialist like FOR®’s Branding Agency.
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