Choosing the Right Fonts can Help Boost Your Brand Identity
A part of a brand’s identity is how they convey their values and what they stand for to the public. With a proper communication method, a brand will gain recognition from the public and—in the case of companies and for-profit organizations—generate revenues through sales. One of those methods is using typography, that’s why companies should be mindful on how they select the perfect fonts for brand identity.
Typography and Brand Identity
Typography can be perceived as an art form. It is a craft of making written language appear legible, readable, and visually appealing through a series of methodical arrangements. These arrangements include—but not limited to—typeface/font selections, point size, leading and kerning, contrasts, and color play.
In communication, typography is not just about making texts more visually pleasing. It is about how to effectively convey a message beyond what was written. When done masterfully, typography can transform a simple line into an unforgettable message.
Typography is a crucial aspect of brand identity, especially when used as part of the brand’s logo. As such, typography directly affects brand recognition since it reflects the way the brand communicates with its audience. It is one of the visual representations of the brand’s values and ethos.
Boost Your Brand Identity with the Right Font
Since typography directly impacts the brand itself, choosing the right fonts for brand identity should not be overlooked. There are several things you have to consider in order to maximize the boost typography will give to your branding.
Understand Your Brand Identity
Since the font will be used as part of the visual representation of your brand, you have to make sure you fully understand your brand. Before you ask your designer to create the appropriate typography, you have to be the first one to ask yourself: what are your brand’s values? What is its mission? What does it stand for? Without properly understanding your brand, you cannot effectively convince your audience to put their trust in your brand.
Understand Your Font Types
Even though there are thousands of fonts and typefaces to choose from, all of them can be grouped into four main types, each with their own set of qualities, implications, and connotations:
- Serif fonts are distinguished by the small strokes at the end of larger strokes in each letter. These fonts represent tradition, professionalism, and dependability.
- Sans-serif fonts literally means “without serif” and are distinguished by the absence of the small strokes present in serif-type fonts. It embraces modernity, adaptability, and simplicity.
- Script fonts are made to look like handwriting and are usually written in cursive. Depending on the flow of the strokes, script fonts may evoke beauty, sophistication, elegance, etc.
- Display fonts are mainly treated as decorations. A large majority of these fonts forgoes readability and legibility because they are made to grab attention. These fonts evoke uniqueness and individuality.
Once you consider all those things, all that’s left to do is choose the font that best represents the brand. Craft that font for brand identity according to the guidelines set beforehand. Remember to tweak your design so that it will be consistent across different platforms.