A client of mine recently had her logo redesigned as part of rebranding her business. The new logo is bright and in colours that suit her and her brand. However, the designer has chosen a font that really doesn’t suit her or her business and has made it very clear in the branding guidelines that she needs to stick to it.
So, why is this such a problem?
Well, the fonts you choose for your brand and, therefore, all of your marketing materials and website help convey your vision and your message. It’s not that the font was a bad one, it’s just that it didn’t match her vision or her business. As someone who designs websites with my client’s vision at the forefront of all that I do, it felt like a massive oversight to me.
Which font should I use?
The first thing you really need to do is figure out who your ideal client is; if your business is pitched at high-end clients, then choose a font that oozes style and class; if your brand is modern and funky, choose fonts that convey this.
There are so many wonderful fonts available now that there is no excuse using Comic Sans for everything (don’t get me started on how much I hate that font), and there is no excuse for selecting something random without putting some thought into how it matches your brand.
Secondly, it has to be readable on every type of media – from business cards and letters to websites and social media. It will become a huge part of your brand identity so choose wisely.
Sans Serif or Serif?
Sans Serif fonts, like Helvetica, convey a modern feel and lack the extra strokes at the ends of letters (hence ‘sans’ Serif), whereas Serif fonts, such as the classic Times New Roman, are more traditional and professional. Each family of fonts has hundreds of choices so once you have decided which family to choose there are endless possibilities.
You may even choose to use both – a Serif for headings and a Sans Serif for content. As long as you stick to these throughout your materials then your brand will be consistent. It’s important to avoid font overload though, so sticking to two or three fonts at most is recommended.
Well. for my client this means a redesign of her new logo to better suit her vision. For you, it means getting clear on your own vision so that you can choose fonts that match it right from the start. A great place to have a play with fonts and see how they look together is Canva – it’s free to register an account and they have some great design tutorials to help you put fonts and colours together.
And my final advice is that you have to like the font you choose! There is no point going with someone else’s choice then realising a month or two down the line that you hate it! Trust your intuition and have fun choosing your fonts!