There are many things that go into creating an effective brand. In my last blog post, we dove into why a custom logo is an important starting point for an effective brand. Today, I want to chat with you about the role of type in your business.
Before I get too far into this post, let’s define a few terms which you’ll see throughout the post.
Font: A set of characters set in a specific style.
Typography: An arrangement of different fonts.
Serif fonts: Fonts with little “feet”.
San-serif fonts: Fonts that have no “feet”.
Now that you have a basic idea of what typography is, let’s dig into what role it can play in your business.
When it comes to branding, most people don’t think about what fonts to use. What you might not realize is that type plays a HUGE role in your business. Sure- Your logo is something that should be easily recognizable. But the type you use throughout different collateral is part of what keeps your brand consistent and cohesive.
For example: for my own typography I decided to use two specific fonts; “Playfair Display” and “Roboto Condensed”. You will see these two fonts used throughout all my social media, website, and printed items. Using those two fonts consistently helps reinforce my brand and helps my clients to know it’s me when they see those fonts being used together.
It’s also important to consider what style your type is. Serif fonts are usually perceived as being more traditional or vintage. They’re also typically used for storytelling or large blocks of text because the little “feet” help to guide your eye along as you read. In comparison, san-serif fonts are typically perceived as more modern and sleek.
In addition to what style your type is, it is also important to consider how the type was designed to be viewed because that could impact how your type is read. For example: there is a font named “Interstate” which was actually designed to be used on highway signage for optimal readability at large sizes and distances.
No matter what business you are in, type plays a HUGE role in communicating with your clients. Hopefully this post has provided some clarity into how best to choose fonts that align with your brand and your values.
