The never-ending list of typefaces to choose from can be very intimidating but it’s an important step to take for your brand identity. Typefaces are much like colours, each communicates certain attributes and has its own personality. Consider the following when choosing typefaces for your brand:
The first thing that you have to do in order to choose the perfect typeface for your brand is to decide what you would like to communicate with your audience about your brand. Think about your brand’s goals, target market, personality, values and message.
There are four basic groups of typefaces to consider:
- Serif typefaces are defined by the little lines that poke out at the edges of letters. Serifs are easy to read because the little lines create a visual connection between the letters. This readability makes them great for paragraphs of text. This category conveys tradition, history, reliability and safety.
- Sans Serif typefaces are like Serif typefaces without the extra line at the end of each letter. They are usually clean and geometric, making them the easiest typeface to read when they are either really big or really small. They are usually used for headlines and captions. Sans serif typefaces are modern, contemporary and minimalistic.
- Script typefaces are defined by their handwritten, cursive or calligraphy-like style. They are at times quite hard to read and not suitable for long paragraphs. They are perfect for logos and large headlines. Script typefaces add a sense of feminism, romance, grace and elegance to your design.
- Decorative typefaces are the most unique and come in any kind of style you can think of, from graffiti to abstract to three-dimensional typefaces. They can be hard to read and work best for single sentences and header text. These typefaces tend to attract the reader’s attention.
Typefaces are usually made up out of a variety of fonts. Fonts are variations of the typeface weights, widths and styles, some even have Serif and San Serif variations. Make sure that your chosen typeface has a variety of fonts to work with as it will keep your designs interesting.
Choose 2-3 typefaces for your brand. Plan the hierarchy of your typefaces, such as a typeface for headings and a separate typeface for paragraphs. Consider combining Serif and San Serif typefaces or consider completely contrasting typefaces to create interest. Avoid typefaces that look too similar as you risk losing your readers’ attention. Be careful not to pair typefaces that are very different in style as they could clash. The best advice that we can give you is to follow your gut to determine which typefaces are right for your brand.
Consider hiring a professional designer with extensive knowledge and experience in working with typography, colours and layout design to help to create a brand identity that will achieve the goals that you have set for your business.
CF Communications offers a full-process graphic design service, from concept to final artwork, from web to print that are truly tailored to meet your brand’s needs. We can create all the design and branding elements you need to provide your business with a professional and unique look and feel, saving you time and money, leaving you to do what you do best.
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