Fonts play a big role in your brand design. The right brand fonts help you to achieve a cohesive style. But that’s not all. Fonts ensure you attract the right audience. They can represent your brand values and message. There are a couple of guidelines which make choosing and combining brand fonts easier for you.
Why you need brand fonts
As a part of your brand styling, fonts are a great asset to build brand recognition. Using the same fonts consistently helps you to spread a unique message and makes people remember your brand.
They can also be used to create a cohesive brand style. As other style assets like colors, fonts have specific characteristics. These can help to create balance or contrast depending on your font choice.
Fonts and their meaning
Every font has specific characteristics, as said above. This makes every font unique and adds meaning to it which goes beyond the letters you type. A font can say a lot about your brand. As with colors, fonts also have a symbolic meaning. The characteristics of your fonts evoke emotions. That’s why fonts need to be well chosen.
Rounded letters evoke a friendly, even unconventional image. Straight and bold lines are often attached to seriousness and reliability. You can influence how people perceive your brand by knowing and applying the meaning in the right way.
But you shouldn’t overdo it. This means picking lots of different fonts and combining them to attract all kinds of people won’t work. It’ll only confuse your audience.
Related post: What a typeface says about your brand
How many brand fonts do you need
The question of how many brand fonts are necessary will reduce decision fatigue quickly. It’s easier to pick fonts if you know what exactly you need.
For your logo, you’ll need 1 or 2 fonts most. Besides to that 2-3 other fonts will complete your font library.
You always pick your logo fonts first. To create your logotype 1-2 fonts might be necessary. Make sure to choose fonts which align with your brand message. The fonts you use for your logo must never be used anywhere else in your brand design. This would take away the value of your logo and make it blend into your design rather than stand out.
Body copy font
The 2nd decision you have to make is picking your main font for text. Readability is your #1 goal here. You’ll spend so much time writing content you want to make sure people can read it. Serif and sans serif typefaces are a good choice here. Especially for long-form text these typefaces work well. Most people prefer sans serif typefaces for everything digital. Again for readability reasons.
When it comes to headline fonts it’s all about contrast. You have to find a font which pairs well with your body copy font but also makes your headlines stand out.
This can be done by picking a different font category e. g. combining serif and sans serif fonts. But you can also pick a different font style. If your body copy uses a regular style, you can pick bold or black for headlines. The third possibility you have is using a different font size. The text could be in 14pt and headlines in 24pt.
Depending on your overall brand style and the fonts you have picked already you can add a little accent font. This font is used more as a design asset than a font. It’s perfect to make really small parts of text stand out e. g. quotes.
You don’t use this font for long-form text so you can pick something with a bit of character here. Script or display fonts work well in this category. But you have to make sure your font isn’t too similar to your logo fonts.
The process of finding and combining brand fonts
Now that you know how many fonts you need and what you need them for the process will be easier for you. For every font you need to do the following:
Pick a category
What font are you looking for? Is it for your logo, body copy, headlines or accents?
Choose a typeface category
Which kind of typeface is the perfect fit? Serif, sans serif, display, script? Check the meaning of typefaces to make sure it aligns with your brand message.
To refine your font choice you have to look at the details. Within every typeface category, you’ll find hundreds of different fonts. Now it depends quite literally on the dot above the”i”. There are tiny details like the style or thickness of serifs which might make you prefer one font over another.
At the same time, you should always look at your font choice in the context. How does your font work together with your other brand fonts? Is there enough contrast? Does it work in your brand designs?
Related post: How to combine fonts
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