How do I Choose Brand Fonts? The ultimate guiden

Your logo should be at the top of the hierarchy! It needs space to breathe. Positioning the logo next to a heading wih the same font pulls the attention away from the logo and unbalances the design. Different fonts give your brand more personality. There are occasions, for legibility and accessibility, that I do choose one font. For customers with disabilities, it can be detrimental to use multiple fonts.

How do I Choose Brand Fonts? The ultimate guide

In the world of branding, the choice of fonts shapes how your audience perceives and connects with your brand.

Fonts play a pivotal role in conveying the personality, tone, and essence of your brand. Selecting the right fonts helps your brand to resonate with your audience.

In this guide, we'll navigate help you navigate font selection, unravelling the diverse world of typefaces and their profound impact on brand perception.

The Importance of Fonts in Branding

Fonts are the unsung heroes of brand communication, silently narrating your story like a tiny David Attenborough. Influencing how your audience interprets your message. They are the visual embodiment of emotion, professionalism and style. Contributing to a brand experience that builds recognition and trust. Leaving a long-lasting impression.

In short, they visually connect people to your brand.

Understanding Typeface Categories

Fonts can be broadly categorised into four main types: Serif, Sans Serif, Script, and Display.

Each type has its unique characteristics that make it suitable for specific brand personalities and messages.

Let's start with the differences between Serif and Sans Serif.

Serif fonts have ‘feet’ and 'ears' on the letters. Serif fonts are seen as traditional/old.

Sans serifs don't. Sans are modern.

Serif and sans serif written in a vibrant green

Both are used across branding. Both are legible at large and small scales, with improvements in some of the Serif fonts in particular to make them legible on smartphones with smaller screens.

There's over 200,000 fonts available to choose from, so we're in no doubt, you can find one that works for your brand.

Types of Serif Fonts

Here's a bit of a run down of the characteristics of a serif font.

They have small decorative lines (serifs) at the end of strokes. The 'feet' and 'ears'.
They have a traditional appearance, that's suggestive of reliability and sophistication.
They are ideal for brands looking to evoke a sense of trust and credibility. Which if it's a new brand to market, can give your brand a little perception boost.

Text that reads Old Style Serif on a green background — Typefaces Garamond and Goudy Old Style are serif fonts. They are some of the first typefaces ever made.

Text that reads Slab Serif on a green background — Slab serifs are bold, blocky with quirky features - look at the tail of the 'a'!

Text that reads Transitional Serif on a green background — Baskerville is a transitional serif, they have a more modern appearance than Old Style serifs, lending themselves better to modern digital applications

Text that reads Gothic Blackletter on a green background — The gothic serif style is often referred to as Blackletter typefaces.

Types of Sans Serif Fonts

They are clean, modern and without decorative strokes.
This helps them communicate simply. Giving them an innovative and contemporary edge.
Typically they are popular among tech companies, startups, and brands aiming for a minimalist aesthetic.

Text that reads Grotesque on a green background — Akzidenz Grotesque is a popular font that originated from Serif Fonts, the biggest difference was that the feet and ears were cut off.

Text that reads Neo-Grotesque on a green background — Neo-grotesque are some of the most common fonts around. Up here's Helvetica.

Text that reads Humanist on a green background — Humanist fonts like Optima here, have varying line widths. Best seen in the 't'. These are often considered highly legible.

Text that reads Geometric on a green background — Neue Kabel (one of our brand fonts), Futura, Avenir, these are great examples of Geometric Fonts.

Types of Script Fonts

Script fonts, mimic cursive or handwritten styles. They'll have a particular handmade feel.
They radiate elegance, creativity, and add a personal touch.
They work beautifully for brands in the fashion, beauty, or artisanal industries.
But, pay close attention to make sure they can be implemented in your brand. They can be quite restrictive. Most won't work with wider kerning or ALL CAPS.

Text that reads Calligraphy/Formal on a green background — Calligraphy Script fonts. These are seen as traditional

Text that reads Modern Script on a green background — Modern script fonts tend to reflect that handwritten, chalk board marker style.

Types of Display Fonts

Display fonts are jam packed with character.
They are unique, bold, and attention-grabbing.
But, they are best used sparingly for headlines or logos to make a strong visual impact. Many are set in ALL CAPS, so it can be difficult to use them in body copy, due to the lack of sentence case, making it look like you're always shouting.
Perfect for brands that want to showcase creativity and stand out in a crowded market.

Text that reads Display on a green background — Display Fonts come in a huge range of shapes. The font on the right is designed here at Snapper - available to buy in our shop.

Choosing the Right Typeface for Your Brand

Selecting the best fonts for your brand involves a deep understanding of your target audience and the nature of your products and services. Fonts are not just letters on a screen; they are the voice of your brand, speaking directly to your customers. Let's delve into the nuanced art of font selection.

Get to Know Your Audience

Your audience is the heartbeat of your brand, and your fonts should resonate with them. Consider their preferences, psychographics (how they feel) and cultural nuances.

A youthful, vibrant audience might connect better with bold sans-serif or display fonts, while a more mature demographic could appreciate the timeless elegance of serif fonts.

If you need to reflect on who your ideal customer is, we have a great blog post titled – The Art of Attracting your Dream Customers

Reflect Your Products and Services

The nature of your offerings should influence your font choice. If you're in the tech industry, a sleek sans-serif font may convey innovation. On the other hand, a whimsical script font could be perfect for a brand in the arts and crafts niche. Align your typography with the essence of what you provide.

Capture the Feel of Your Business

Your brand has a unique personality, and your fonts should echo that. Picture your brand as a person – is it friendly, authoritative, quirky, or sophisticated? The right fonts will articulate this personality, making your brand more relatable and memorable.

Have a think about personality traits you want your brand to embody.

Are you traditional, modern, playful, or elegant? Let your brand personality guide your font selection.

Create a Harmonious Typography Hierarchy

Start with a primary brand font that embodies your core message. Then, carefully choose supporting fonts that complement it. Consider factors like contrast, size, and spacing to ensure a harmonious blend. This ensemble of fonts will work together to tell a cohesive visual story. Giving your message dynamism.

Consider Readability and Accessibility

Fundamentally, every brand should have legibility and accessibility at the front of everything they do. Ensure that your chosen fonts are legible across various platforms and sizes.

Prioritise clarity, especially for body text, to guarantee an optimal reading experience. And be careful with very delicate (ultra light fonts) or overly embellished script fonts because they can be hard to read for people with disabilities.

Styling your Brand with Purpose

There's a wide range of things you can alter to affect the overall brand identity.

Italics can be used for emphasis. Bold is perfect to add the headings, creating a natural hierarchy and giving your designs structure.

Text that reads Italics on a green background — Italics

Text that reads Light Bold Black on a green background — The Interstate font comes in a range between Ultra Thin and Black.

You could also adjust the kerning (letter spacing) to add texture and boost readability.

Text that reads Heavy Kerning on a green background — +200 Kerning leads to big gaps - this technique is often seen in high end retail/fashion brands as it adds whitespace to designs

Text that reads Tight Kerning on a green background — Conversely, you could also tighten it up too. But, you'll have to adjust most of them individually to keep it looking good optically.

Many fonts also have condensed or extended versions, these can add a little spice to your brand.

Text that reads Condensed Extended on a green background — Helvetica Neue's extensive family feature both Condensed and Extended variations

Hot tips for really boosting your brand

Play with Contrast and Balance: Balance different font styles like serif and sans-serif for visual interest, ensuring readability across different mediums.

‍Make sure fonts are Responsive: Choose fonts that scale well across various devices and screen sizes.

Use your Brand Colours: Experiment with font colours that align with your brand palette, enhancing visual appeal and brand recognition.

Set Brand Guidelines to make sure you're Consistent in Styling: Maintain a consistent styling approach across all brand materials for a cohesive and professional look.