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How fonts help tell your brand story

November 19, 2021

Did you know that fonts can help you tell your brand's narrative? You can help your brand stand out in a competitive and saturated marketplace by selecting the correct typeface for your band's logo. Your brand's choice of font style, size, shape, thickness, and depth conveys a vital story about your company.

It is critical to select the appropriate font because it can sometimes influence your audience's feelings and how you want them to feel about your business. It functions as your voice as well as the overarching goal of the brand. It can also have an impact on how we perceive and interpret.

Why is it important to choose a suitable font? And how can you know which font is best for your company? When you first begin the process, the sheer number of fonts that are now freely available might be very intimidating.

The Four Basic Types of Fonts in Logos 

As per Fonts.com, most fonts fall into one of four fundamental typeface categories: “those with serifs, those without serifs, scripts, and decorative styles.”

Serif

Serif, the oldest font style, first appeared towards the end of the 15th century. Serifs, or feet, are the little lines appended to the extremities of each letterform that serve as identifiers for this typeface. These fonts often represent a well-known or elegant brand. Serifs are divided into four subtypes: old style, traditional, didone, and slab serif.

Sans Serif

To improve readability, this typeface has clean, straight lines with no frills. In reality, sans serif means "without serif." These fonts convey sensibility and honesty without requiring thrills or flair.

Script

Script typeface has incredibly fluid letterforms with interwoven characters that resemble cursive lettering and calligraphy. There are two types of script: formal and informal. “Formal” scripts are inspired by 17th and 18th century handwriting, whereas “causal” scripts are similar to modern handwriting. Script can inspire elegance, inventiveness, and independence, and it can reflect a more hands-on approach to business by replicating actual handwriting.

 

Decorative

This typeface contains the most font variations but is often inappropriate for body copy, thus it's best left for headlines or other short copy that serves to capture the attention of the reader. These fonts reflect individuality and originality while also provoking fun and creativity.

If you're having trouble deciding on the finest fonts to communicate your business's story, you can use these guidelines and the reasons why selecting the ideal typefaces for your brand is important. 

Font selection to convey an emotion

Colors elicit natural emotional responses in humans. So, while reacting to a typeface may sound much, a study demonstrates that when we read, it is not just the language we use that is significant, but also the appearance of the letters we employ. 

In 2016, Printers Solopress conducted a survey in the United Kingdom to determine which fonts look familiar to them. Arial was the most recognized, but Times New Roman came out on top when asked which font they trusted. Most academic journals use it, and it was designed for the Times Newspaper, which may explain why it elicited trust from respondents.

Name, icon, colors and all other brand features convey the job done with fonts that are familiar and have traits such as a feeling of trustworthiness.

Character and tone

It's no surprise that fonts have distinct personalities. Make certain that the personality of your font choice matches the character of your brand. Consider the font employed by a well-known local law practice. Consider using a humorous handwritten typeface, such as 'Comic Sans,' for their company name and promotional materials. The company's voice would be entirely distorted. This is one example of how a font may affect how we perceive things about a business.

Keeping Your Choices Simple and Timeless

Maintaining a consistent font selection shouldn't be a difficult task. As a matter of fact, readability or visibility of your brand's emblem is really necessary. A customer who is unfamiliar with your firm may try to steer clear of doing business with you. You should always put readability first when designing a catchy and stunning logo.

Our primary aim is to ensure that our font selection is as timeless as possible. Make sure you don't get caught up in any temporary trends. Some firms employ antiquated logos that appear to be quite off. So there's a reason they vanished without a trace.

Make certain that your brand typefaces match three basic specifications

When you've decided on one or two brand typefaces that represent your company's personality, there are a few things you should double-check before proposing them to your clients or manager. 

Brand fonts should be flexible

You'll most likely be stuck with these fonts for years to come, so make sure your brand font works well across all platforms (including print, web and mobile).

Check that you have the right permissions for each application, and if you intend to use your brand typefaces on your product packaging design, blog, external presentations, and static social media photos, make sure you sketch up designs for each.

Brand fonts must have multiple font weights

Multiple font weights (for example, light, regular, semibold, and bold) are essential for creating a clear text structure, and should be stated in your brand style guide. To distinguish between headings, subheaders, body text, callouts, and quotes in print and online media, use different font weights.

Brand fonts should be legible

Furthermore, brand fonts should be readable. Any text fashioned in your trademark fonts, whether uppercase or lowercase, huge or little, numerals or letters, must be readable and understandable.

The brand font used for headers does not need to be as readable as the type used for body material, but it should be easy to read at a glance.

Be aware of what your competitors are up to

You should always keep an eye on what your competitors are doing, whether you're developing a new website or writing a blog post, for example. Not that you're snatching their ideas, but you do want to make sure that your product stands out from theirs.

In addition to learning more about your competitors' successes and failures in the market, analyzing your rivals can also assist you capitalize on their missed opportunities. Look at some of the most influential people in your field, and ask yourself what you can learn from their use of font psychology and typography.

Conclusion

We exist in a world where a brand's logo is typically the initial point of contact between you and your target audience. You cannot simply ignore the importance of selecting the best font style. Understanding the psychology underlying the various styles and how it affects customers' feelings with your choice of font could ensure that you surpass your competitors. Select your typeface wisely!

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