Creating brand guidelines for your company is a complicated process that involves a number of important decisions that can affect how your brand is perceived. One of the most important, and often overlooked, decisions is what typography to use for your marketing materials.
Just as the words you choose to write are important, the aesthetic in which you present them is equally as important in determining what mood you are trying to communicate. Differences in typeface can convey your brand's personality. Some are recognized as informal, while others are louder, and some are more classic.
It’s up to you to decide how your brand’s typography will influence the psychology of your communication to your audience. When chosen correctly, the right font will help your audience identify the brand’s attitude. Once selected, it’s of course very important to be consistent with your typography throughout your marketing strategy. Just as color creates a brand identity, so will your typeface.
So, how do you choose the correct typeface for your brand? This decision can be more challenging than some of the more obvious branding steps like designing a logo or pairing a color scheme. It’s easy to get caught up in the terminology of typeface and the different fonts can all blur together!
We recommend beginning this selection process the same way we begin many of our creative efforts: by creating a mood board. Screenshot some of your favorite font pairings that you’ve seen in other brands to compare and decipher your preferred font selections. You want to make sure these choices are readable, and also on-brand as far as your voice and personality. You can also look for trends in your industry to see what typefaces brands prefer.
One great tool to use when educating yourself about fonts is the WhatFont app. Once installed, this will identify what fonts have been used on websites that you are browsing. This tool is also helpful to learn how to mix and match different typefaces to create contrast throughout your branding.
At the end of the day, consistency with your overall brand voice is the most important factor when selecting fonts. Choosing the typeface is an important step in the branding process that deserves just as much as attention as the more obvious stages in creating your brand identity.
Story By: Sophie Duncan