They tend to follow the design trends of the day, making script fonts a risky choice for a brand font, as they might fall out of fashion too quickly. Just as everyone’s handwriting looks very unique, each script font feels very distinctive. Script fonts, elegant fonts designed to imitate cursive handwriting, have character strokes that connect one letter to the next. This type of font works well for companies with a long and proven history of producing quality products who still want to appear current: As a result, they look a bit more rugged, bold, and quirky than traditional serif fonts. Slab serifs, a special breed of serif fonts, feature larger, blockier serifs. Slab serif fonts are bold, quirky, and confident The most common sans-serif fonts include: Sans-serif fonts have taken over the web in recent years, with many of the top tech companies choosing bold sans-serif brand fonts: Sans-serif fonts are also much simpler in form than serif fonts, so they tend to evoke a sense of cleanliness and aid in giving you a minimal design, as seen in the logo design below. Sans-serif fonts didn’t emerge until the 19th century, much more recently than the traditional serif fonts, so we tend to perceive them as more modern. Sans-serif fonts are modern, clean, and help create a minimal design They’re favored by brands that want to convey a feeling of respectability and tradition, like Tiffany & Co, Vogue, and Time Magazine. They’re named for the feet (called serifs) seen at the top and bottom of each letter.īecause serif fonts are the original font style, we generally perceive them as classic, traditional, and trustworthy (as seen in the logo design below):
Serif fonts are the oldest font style, originating way back in the 15th century. GET THIS TEMPLATE Serif fonts are classic, traditional, and trustworthy Here are six of the basic font classifications: They’ll help you narrow down your search and hone in on the right feel for your brand. But they can be a good place to start your search for the perfect brand fonts.įont categories are classifications that help designers choose, pair, and identify fonts.Įach category has its own unique traits (this is sometimes referred to as font psychology ), so understanding these categories is critical for finding the right fonts for your brand personality. If you’re not a typography nerd, you might not be familiar with the idea of font categories. Understand the personality traits of each font category With your brand personality in mind, you’ll be ready to enter the wild world of fonts and typography. Not sure where to start? Work with your stakeholders to pick 3-4 adjectives from the list below: If your brand personality isn’t already well-defined, spend some time thinking about how you’d like your brand to be perceived before you try to find your brand fonts. This can play a role in increasing your brand awareness.Īll of the components of your brand–your brand voice, brand color scheme, logo design, and brand fonts–should align with and communicate your brand personality. A clear brand personality will be what your customers relate with, connect to and remember you for. New to branding? Learn everything you need to know about branding in 3 minutes:Įvery brand identity needs a well-defined brand personality. Keep reading to learn everything you need to know about picking brand fonts. So let’s see if we can demystify just one part of that process: picking the perfect fonts for your brand.
Your logo design, business card design, brand messaging, brand colors, and brand fonts all have to come together to tell the story of your brand.Īnd that story has to resonate with your audience. Make sure your brand fonts meet 3 basic requirementsīuilding a brand identity is not an easy task.Pick a pair of brand fonts that matches with your brand personality.Know your budget and licensing requirements.Understand the personality traits of each font category.
#Rightfont vs typeface how to#
How to pick the perfect brand fonts (click the links to jump ahead to each section):
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