Face the font: Choosing the right ones for your brand

Face the font: Choosing the right ones for your brand

Choosing the right fonts for your brand is important. Along with your logo, the typography (or the art of letters, numbers, and symbols) on your printed materials is one of the first things that will engage your consumers and give them their first impressions of your brand.

Typography communicates your brand’s personality, tone, and voice. If your brand is for babies, you’ll want soft, rounded fonts with light, cheerful colours to connote gentleness and purity, instead of gothic fonts with sharp edges and dark colours. But just because you’re a serious company (banks and insurance companies, for example) doesn’t mean playful fonts are completely off-limits. It will depend on the context in which you use the font.

That’s why it is important to know the different categories of fonts and what they evoke.

  1. Serif fonts -- Originating mostly from the Roman Imperial period, these are some of the oldest and most classic of fonts. A serif is that extra line at the edges of the letter, like small “tails” or what others refer to as “feet”. Examples are Times New Roman, Palatino, and Bookman Old Style.
    What do they evoke? -- Thanks to their long history, these fonts evoke classic, literary, and luxury.
    What are they good for? -- Serif fonts look good on long-form texts such as paragraphs and articles. They look very legible because our eyes are so used to seeing them.
  2. Sans serif fonts -- These are fonts that do not have those extra tails jutting out of their edges. They look solid and steady. Examples are Helvetica, Verdana, and Futura.
    What do they evoke? -- Their clean lines provide a strong, clear, and modern feel. The thicker weights look masculine, solid, and hard-working, while the thinner weights are elegant, glamorous, and noble.
    What are they good for? -- Sans serif fonts are good for fine print as well as for online/digital because they are readable on various screen resolutions.
  3. Slab fonts -- These fonts look blocky, often thick in weight. If you’ve used an old manual typewriter, then most likely you’ve seen a slab font. Examples are Aptifer Slab, Xenois Slab, and LinoLetter.
    What do they evoke? -- These fonts look old-school and nerdy.
    What are they good for? -- While slab fonts are easy on the eyes, they are better for short copy (like end lines or straplines) or used in a logo.
  4. Script fonts -- They look like handwriting, with letters often joined together. They range from elegant calligraphy styles to natural-looking fonts. Examples are Pacifico, Lobster, and Scriptina Pro.
    What do they evoke? -- Most are decorative and evoke gentle femininity. The natural-looking fonts give a relaxed, easy-going feel.
    What are they good for? -- Because they are visually more complicated, these fonts are better for short copy or in a logo. Avoid using them on paragraph-length copy.
  5. Decorative fonts -- Also known as display fonts, these are highly stylised with exaggerated serifs and extreme features. They must be used sparingly; some may look bad in context of the brand (we know the kind of rep Comic Sans has). Examples are Authentica, Brush Up, and Daft Brush.
    What do they evoke? -- These fonts evoke a variety of emotions, depending on the design. Because of their unique look, a lot of artisanal brands use decorative fonts on their logos.
    What are they good for? -- Their eye-catching qualities make them ideal for titles, headlines, or logos. These fonts are often used in large sizes for readability.

Choosing the right fonts for your brand may seem daunting. Fortunately, you don’t need a crash course in art for that. The experts at G.K. Craig Printing have been helping our clients create brands with a strong visual identity that captivates customers and promotes recall. We bring brands to life through our design services as well as digital and offset printing. If you’re in or around New South Wales area and are in need of some branding expertise, drop us a line. We’ll be happy to serve.