Typography is one of the most powerful–and often overlooked–branding elements. It’s more than just picking a font you like; it’s about intentionally selecting one that reflects your brand’s personality and values. In this post, we’ll explore the importance of typography, its impact on your branding strategy, and how to choose fonts that will effectively represent your brand.
Why Typography Matters
Typography refers to the style, arrangement, and appearance of the text in your branding. It includes everything from font type and weight to line height and letter spacing—all of which shape how your brand is perceived. Typography sets the tone for how your brand communicates with the public and influences how people feel when they engage with it. Four types of typography are commonly used in branding, each with its unique personality and function: serif, sans serif, script, and display.
Serif Typography
Serif fonts have small lines or strokes attached to the ends of letters. This font type is commonly viewed as traditional, reliable, and professional.
Examples: Tiffany & Co., The New York Times, Vogue
Sans Serif Typography
Sans serif fonts lack the small lines at the ends of letters that serif fonts have, giving them a clean, modern, and minimalistic vibe.
Examples: Nike, Apple, Google
Script Typography
Script fonts look like fancy handwriting and can add a personal and elegant touch to your branding. Use this font type sparingly to avoid readability issues.
Examples: Coca-Cola, Sharpie, Cadillac
Display Typography
Display fonts are highly stylized and are designed to make a bold statement. Use this font type if your goal is to be unique and immediately grab someone’s attention.
Examples: Ben & Jerry’s, Crayola, Disney
Things To Consider…
- Choose fonts that reflect your brand’s personality and messaging. The right typography sets the tone and feel of your brand–whether playful, serious, elegant, or bold.
- Focus on readability. Ensure your fonts remain clear and legible across all digital platforms and printed materials. This becomes especially important on mobile devices, where smaller screens require optimized fonts.
- Pair multiple fonts with restraint. Using 2-3 complementary fonts creates a stylish, polished look, while going beyond that can clutter your design and look unprofessional. Balancing aesthetics with functionality will leave a lasting impression.
A Final Thought On Typography
Typography significantly shapes your visual identity and influences how your target audience experiences your brand. However, it’s not just about aesthetics—select fonts that communicate clearly and guide your audience toward a desired action.
