Fonts are like people. Each has its own spirit. Some are wild and anarchic, some are soft and gentle, and some are so fancy you would expect them to arrive in a carriage. Put the wrong one in the wrong place and the message goes wrong before anyone has read a word.
Choosing a font is a branding decision, and it is one we make carefully when we design a logo. Our logo design process starts with research into your market and your buyers, and typography follows from what we learn.
Match the font to the impression you want
There are many thousands of fonts to choose from, which gives you great freedom but can also be dizzying. Start with the impression you want to make on your audience, then look at the main families:
- Serif fonts feel established and traditional, which suits law, finance and heritage brands.
- Sans serif fonts feel modern, clean and direct, and read well on screens.
- Script fonts feel personal and elegant, but need to be used sparingly.
- Display fonts have strong character, and are best kept for a single headline or a logo.
The professional networking site LinkedIn uses a plain, businesslike sans serif style in its logo, while many consumer brands choose rounder shapes to feel friendly. Neither is right or wrong. Each suits the audience it is speaking to.
Beware the default
Most word processors offer a safe go-to font such as Times New Roman or Arial. It may feel dependable, but it can also suggest you gave the question no thought. A font that fits the occasion shows care, and a font that does not can undermine you. A funny, loud display font on a CV or a formal letter sends a very definite message, and so does a jokey one on a solemn notice. There is a time to be creative and a time to rein it in.
Practical rules for choosing a font
- Use no more than two fonts across your brand: one for headings and one for text.
- Test legibility at small sizes, on screen and in print.
- Check the licence. Many fonts are free for personal use but not for commercial use.
- Pair your font with your colour palette. Our guide to choosing colours for your logo explains how colour sets the tone.
- Write your choices into your brand guidelines so everyone uses them consistently.
Not sure which font suits your business? Get in touch or email info@designminds.ie and we will help you choose.
