How Designers Choose Brand Fonts

In the world of branding, the choice of fonts is not just a design element but a powerful tool that shapes how your audience perceives and connects with your brand. The impact of this decision is significant and should not be underestimated.

Fonts are pivotal in conveying your brand's personality, tone, and essence and creating resonance with your audience. Choosing the right fonts is not just a design choice but a strategic decision that can significantly impact your brand's connection with its audience. This strategic importance empowers you to make informed decisions about your brand's visual identity.

In this guide, we'll help you navigate font selection, unravelling the diverse world of typefaces and their profound impact on brand perception.

The importance of good brand fonts

Fonts are the unsung heroes of brand communication, silently narrating your story like a tiny David Attenborough. They influence how your audience interprets your message and are the visual embodiment of emotion, professionalism, and style. They contribute to a brand experience that builds recognition and trust, leaving a long-lasting impression. The role of fonts in building recognition and trust reassures you about the effectiveness of your branding efforts.

In short, they visually connect people to your brand.

Understanding typeface categories

Fonts can be broadly categorised into four main types: Serif, Sans Serif, Script, and Display.

Each type has unique characteristics that suit specific brand personalities and messages.

Let's start with the differences between Serif and Sans Serif.

Serif fonts have 'feet' and 'ears' on the letters, which are considered traditional and old.

Sans serifs don't. Sans are modern.

Serif and sans serif written in a vibrant green

Both are used across branding. Both are legible at large and small scales, with improvements in some Serif fonts, particularly in making them legible (readable) on smartphones with smaller screens.

With over 200,000 fonts available, the options are vast and diverse. This variety ensures you find a font that perfectly aligns with your brand's identity and message, inspiring you to be creative and innovative in your branding choices.

Types of serif fonts

Here's a bit of a rundown of the characteristics of a serif font.

They have small decorative lines (serifs) at the end of strokes. The 'feet' and 'ears'.
They have a traditional appearance that's suggestive of reliability and sophistication.
They are ideal for brands looking to evoke a sense of trust and credibility, which, if they are new to the market, can give their brand a little perception boost.

Text that reads Old Style Serif on a green background — Typefaces Garamond and Goudy Old Style are serif fonts. They are some of the first typefaces ever made.

Text that reads Slab Serif on a green background — Slab serifs are bold, with block-like slabs where you would expect the typical flourish. They have quirky features - look at the tail of the 'a'! So while it's a serif, it's more like a blend of Serif and Sans Serif.

Text that reads Transitional Serif on a green background — Baskerville is a transitional serif; they have a more modern appearance than Old Style serifs, lending itself better to modern digital applications

Text that reads Gothic Blackletter on a green background — The gothic serif style is often referred to as Blackletter typefaces.

Types of sans serif fonts

They are clean, modern and without decorative strokes.
This helps them communicate simply. Giving them an innovative and contemporary edge.
Typically, they are popular among tech companies, startups, and brands aiming for a minimalist aesthetic.

Text that reads Grotesque on a green background — Akzidenz Grotesque is a popular font that originated from Serif Fonts, the biggest difference was that the feet and ears were cut off.

Text that reads Neo-Grotesque on a green background — Neo-grotesque are one of the most common fonts around. This one is a classic — Helvetica.

Text that reads Humanist on a green background — Humanist fonts like Optima here, have varying line widths. Best seen in the 't'. These are often considered highly legible.

Text that reads Geometric on a green background — Neue Kabel (one of our brand fonts), Futura, Avenir, these are great examples of Geometric Fonts.

Types of script fonts

Script fonts mimic cursive or handwritten styles. They'll have a particular handmade feel.
They radiate elegance and creativity and add a personal touch.
They work beautifully for fashion, beauty, or artisanal brands.

But pay close attention to make sure they can be implemented in your brand. They can be pretty restrictive. Most won't work with wider kerning (the space between characters) or ALL CAPS. Kerning refers to the adjustment of space between individual characters in a font. Similarly, consider the psychographics (the emotional and psychological characteristics of your audience) when choosing script fonts.

Text that reads Calligraphy/Formal on a green background — Calligraphy Script fonts. These are seen as traditional

Text that reads Modern Script on a green background — Modern script fonts tend to reflect that handwritten, chalkboard marker style.

Types of display fonts

Display fonts are jam-packed with character.
They are unique, bold, and attention-grabbing.
But, they are best used sparingly for headlines or logos to make a substantial visual impact. Many are set in ALL CAPS, so using them in body copy can be challenging due to the lack of sentence case, making it look like you're always shouting.
It is perfect for brands that want to showcase their creativity and stand out in a crowded market.

Text that reads Display on a green background — Display Fonts come in a huge range of shapes. The font on the right is designed here at Snapper - available to buy in our shop.

Choosing the right typeface for your brand

Selecting the best fonts for your brand involves deeply understanding your target audience and the nature of your products and services. Fonts are not just letters on a screen; they are your brand's voice, speaking directly to your customers. Let's delve into the nuanced art of font selection.

Get to know your audience

Your audience is the heartbeat of your brand, and your fonts should resonate with them. Consider their preferences, psychographics (how they feel) and cultural nuances.

For instance, a youthful, vibrant audience might connect better with bold sans-serif or display fonts, as seen in the branding of tech startups like Airbnb or Uber. On the other hand, a more mature demographic could appreciate the timeless elegance of serif fonts, as demonstrated by luxury brands like Rolex or Chanel.

If you need to reflect on who your ideal customer is, we have a great blog post titled – The Art of Attracting Your Dream Customers.

Reflect on your products and services

The nature of your offerings should influence your font choice. If you're in the tech industry, a sleek sans-serif font may convey innovation. On the other hand, a whimsical script font could be perfect for a brand in the arts and crafts niche. Align your typography with the essence of what you provide.

Capture the feel of your business

Your brand has a unique personality, and your fonts should echo that. Picture your brand as a person – is it friendly, authoritative, quirky, or sophisticated? The right fonts will articulate this personality, making your brand more relatable and memorable.

Think about the personality traits you want your brand to embody.

Are you traditional, modern, playful, or elegant? Let your brand personality guide your font selection.

Create a harmonious typography hierarchy

Start with a primary brand font that embodies your core message. Then, carefully choose supporting fonts that complement it. Consider contrast, size, and spacing to ensure a harmonious blend. This ensemble of fonts will work together to tell a cohesive visual story. Giving your message dynamism.

Consider readability and accessibility

Fundamentally, every brand should prioritise legibility and accessibility in everything it does. Ensure that your chosen fonts are legible across various platforms and sizes, especially on digital platforms where readability can be affected by screen size and resolution.

Prioritise clarity to guarantee an optimal reading experience, especially for body text. Be careful with very delicate (ultra-light fonts) or overly embellished script fonts, as they can be hard to read for people with disabilities.

Styling your brand with purpose

You can alter many things to affect the overall brand identity.

Italics can be used for emphasis. Bold is perfect for adding the headings, creating a natural hierarchy and giving your design structure.

Text that reads Italics on a green background — Italics

Text that reads Light Bold Black on a green background — The Interstate font comes in a range between Ultra Thin and Black.

You could also adjust the kerning (letter spacing) to add texture and boost readability.

Text that reads Heavy Kerning on a green background — +200 Kerning leads to big gaps - this technique is often seen in high end retail/fashion brands as it adds whitespace to designs

Text that reads Tight Kerning on a green background — Conversely, you could also tighten it up too. But, you'll have to adjust most of them individually to keep it looking good optically.

Many fonts also have condensed or extended versions, these can add a little spice to your brand.

Text that reads Condensed Extended on a green background — Helvetica Neue's extensive family features both Condensed and Extended variations

Hot tips to boost your brand

Play with contrast and balance: Balance different font styles like serif and sans-serif for visual interest, ensuring readability across various mediums.

‍Ensure fonts are responsive: Choose fonts that scale well across various devices and screen sizes.

Use your brand Colours: Experiment with font colours that align with your palette, enhancing visual appeal and brand recognition.

Set Brand Guidelines to ensure consistency in styling. Maintain a consistent styling approach across all brand materials for a cohesive and professional look.

Hi, I'm Martin Sully, the chief branding nerd, creative visionary and driving force behind Snapper Studio.

I conduct strategy workshops and market research to deliver brand strategies and creative solutions tailored to your goals and budget.

With a unique combo of experience in branding, graphic design, marketing and brand management, I founded Snapper to pour my love of purpose-packed branding into businesses that care.

How do I Choose Brand Fonts?