What your fonts say about your brand, and how to choose them carefully.
People make almost immediate assumptions about your personality based on your font choices. So, what are your fonts saying about you?
When Steve Jobs dropped out of Reed College, he famously continued attending classes he enjoyed. One of those classes was calligraphy. He loved what he learned. But, at the time, he saw no practical application for it. Until ten years later, what he learned in that class helped underpin the iconic Mac design.
Fonts speak volumes for your business and personal brand. Fonts communicate for you. They tell your audience what your brand represents. Your fonts convey the personality and values of your business or personal brand.
Fonts play a crucial role in brand perception. A study by IT AgeLab and Monotype Imaging Holdings Inc. revealed consumers make judgements on a brand personality traits (such as warmth, competence and creativity) based on typography alone.
Revolutionary software programmes like Canva have made graphic design accessible to everyone. From logos to entire brand identities, it’s more feasible for small businesses than ever. Even if you don’t have a business, you can build a professional-looking personal brand.
But, before you get too design-happy, remember graphic design is an art. As is typography alone.
So, here’s what to consider about the first impressions your fonts are making for your brand:
1. Find your font personality
Serif fonts
Serif fonts, such as Times New Roman and Didot, are known for their traditional feel. For a business, this suggests traditional values. It suggests reliability and respectability. Think Gucci, Vogue, New York Times. These fonts are generally easier to read in printed text.
Sans serif fonts
Sans serif fonts, like Arial and Helvetica, convey modernity, simplicity, and a clean aesthetic. They’re often the go-to for tech companies aiming to appear innovative. Think Google, Microsoft, Apple. These fonts are generally easier to read on screens
Script fonts
Script fonts, like Brush Script and Lucida Handwriting, evoke a sense of creativity and informality. This is why they are often perfect for personal invitations or artistic endeavours.
Quirky
A quirky or unconventional font conveys a particular personality. What you lose in a sense of timelessness, you may gain in standing out in your marketplace.
Angular fonts
Angular fonts, such as Rockwell, convey stronger emotions (like happiness or anger).
Rounded fonts
Rounded fonts, like Comic Sans, convey more gentleness and friendliness.
Bold fonts
The weight of your font can speak volumes. Bold fonts, with their thicker strokes and stronger presence, exude confidence and authority. This is why they’re commonly used in headlines to grab attention. They convey a sense of importance.
Light fonts
Lighter, thinner fonts suggest elegance and sophistication. This is why they are often seen across luxury brands and artistic portfolios.
2. Choose your font colours carefully
The choice of font colours speaks volumes for your business or personal brand. Humans have been conditioned to connect certain colours to certain meanings. For example, red conveys a sense of energy and passion. To learn more, see my previous blog on the meanings of popular brand colours.
As I shared in my previous blog, ensure any combination of colours is pleasing to the human eye. The colour wheel can help you find complementary colour harmonies.
Remember, contrast is critical. Consider what backgrounds the font colours are most likely to appear against. Low contrast, like grey on white, strains the eyes and reduces readability. The higher the contrast between the font colour and background colour, the better the readability. It is also more accessible to people with sight issues or who are colour-blind.
3. Keep the classics as your default
In 1991, the legendary designer Massimo Vignelli said:
“In the new computer age, the proliferation of typefaces and type manipulations represents a new level of visual pollution threatening our culture. Out of thousands of typefaces, all we need are a few basic ones, and trash the rest.”
Vignelli famously suggested there are only six fonts you’ll ever need. The six typefaces that he believed could cover all design purposes are:
Helvetica: A sans serif known for its clean, modern, and versatile appearance.
Bodoni: A classic serif typeface known for its elegance and contrast.
Times New Roman: Another classic serif typeface known for its readability.
Century Expanded: A serif typeface with a classic and timeless appearance.
Futura: A geometric sans-serif typeface known for its modern and geometric shapes.
Garamon: A classic serif typeface known for its readability and elegance.
They are all highly versatile, readable, and timeless. So, Vignelli's philosophy was that they are suitable for a wide range of designs.
As a new business or brand, don’t let the pursuit of perfection lead to procrastination. Your font communicates for you. And it is important. But, sticking to the classics can help simplify your decision-making with fonts. Helping you move on to other strategies for building your business or personal brand.
Whatever you choose, like all branding, you can evolve your choice over time if you feel the pressing need. So, pick a classic font and just get started. Because, your actions will always speak louder than words.
