Alright, I heard ya saying how hard it is to pick the right fonts for your branding, logo or web design, and yes – I get it, that ain’t easy… But it’s possible, just like everything else! :) And for that you don’t necessarily need a degree, neither to be an experienced graphic designer. There are few rules that you must apply every time you look for fonts and try to make them work together, and these I’m sharing in this post! As well as other tips and tricks aaaaaand a freebie! Ya heard me right ;) At the end of this post you will find an access to my free-resource library where I’ve got some special pre-made font combos waiting for ya. So let’s dig innnnn….
To begin with let’s just admit one thing: font isn’t just a little part of your logo, branding or website. It’s a material that speaks to your audience about your business, so choosing the typeface is very important as you have to make sure that your chosen font passes the right message and it resonates with you and your brand. Plus, the font you’ve chosen gotta work with the other fonts and varieties of uses. So let’s make sure you choose right! :)
It is no doubt that each font has its own personality, and taking the time to rake through the personality profiles of all created fonts is a daunting and impossible task. Instead, I suggest you to take the time and consider the function of the font, how you will use it, and whether it will be the most relevant for use in all occasions. Consider some typefaces that have an overall and reliable usage, even across weights and cuts. These will be stronger choices for your brand!
Annnd.. one of the first questions you gotta ask yourself is: do you want a serif or a sans serif?
Why you should begin with those? Well, as soon as you’l narrow down your choice of serif or sans serif – it will be easier to find the handwritten or other decorative fonts to match with those.
What’s the difference between serif and sans serif you may ask? Serifs have extra lines attached to their letters and portray an air of tradition. A common serif font is Times New Roman. Sans serif fonts are those without the flourishes and are largely considered to be more modern. Helvetica is one such font.
Once you choose the serif or sans serif or other decorative font – check it’s legibility.
Ensure that every letter can be read and is distinguishable against other letters. If the font is taking up too much space or lacking in definition, then another font should be explored.
And that’s one of the biggest mistakes many do make when they choose the font they find so pretty, outstanding, but when you put it out, use it for your brand’s name and others find it hard to read – then the font isn’t working. That’s why I’d always suggest asking someone else whether the font is reading fine and if it’s legible enough!
The third question you have to ask yourself is whether you want a corresponding or contrasting fonts.
Make sure your fonts create a clear impact for the viewer so they dig into the deeper meaning of your brand rather than paying attention to something they should not be. By this I mean that while your logo may have one font, your tagline or other written materials may have a completely different one, and these different types can often work off of one another and create an impact when they correspond or contrast with one another. So if those fonts are too similar – people are more likely to spend time figuring out if they are the same rather than paying attention to what you’re projecting.
Other important thing to note: balance your display fonts.
If your logo design uses a hand-lettered or otherwise display font that possesses a significant amount of personality, you want to apply sparingly to avoid overwhelming your customer. A display font is similar to an accent piece- with just the right pop of color, it can bring an outfit together, but too much can create an unintended statement. In order to let this display or specialty typeface stand out for the logo, all corresponding branding materials should utilize a less aggressive font to balance the display’s significance.
The last question you have to ask yourself whether the chosen font or fonts do really represent your brand.
Make sure this font is resonating with you and your brand and it’s passing the right message. When others see your logo with your chosen fonts they should be able to immediately understand your goals, get your message and understand the idea behind your brand.
More about branding, why it’s so important and what makes a good one you can read over here.
I always say to my clients the simpler the better, but by this I don’t mean to say that one should avoid the creativity, or uniqueness. By this I mean that the easier you will make for others to understand everything visual of your brand (and not only visual) – the more memorable and outstanding it will be. So if you decide to go ahead with a handwritten or decorative font in your branding – make sure you don’t overuse it, it’s easy to read and you include another serif or sans serif font to go with it. Although, if you decide to go only with sans serif font – make sure you have another variation of it: either some text is bigger, or spaced out, or italic, or bold. Those kind of combos always work the best, also – they aren’t boring.
It’s the same as color palettes – you can paint the whole rainbow on your website or branding and like it yourself, but others might find it too busy and hard to taken in.
Always analyze the market: see what big companies and brands do with their typefaces and color palettes. Many of them stay minimal, and that’s what makes them strong. But minimal can also be outstanding and unique and this is achievable by great combinations, contrasting fonts and matching colors.
The other important thing to note is the color palette which can also have a great impact for your typefaces. Make sure you choose the right colors for your branding that also resonate with it, and you use them wisely in your brand’s typography. More about color palettes you can read over here.
Now go ahead and double check if your branding has good combinations of fonts and colors, and if you have played well with them.
Although, if you’re just starting to work on this and typography isn’t your favorite thing, or you find it hard to stay away from Comic Sans or simply combine fonts well – click on the button below, get access to my free resource library and download the pre-made font combinations instantly! Have fun :)