Typography Tips & Tricks: Enhancing Your Brand With Fonts

Typography is arguably not only the most important elements of design, but is also one of the most underrated; especially when it comes to branding. What many should understand about typography is that it’s more than just choosing a font that looks good- it’s about conveying the right message to your audience. A well designed typography can help you build brand recognition and loyalty. It can also help your business stand out from a crowded market, and help communicate your brand's personality and values. But before you can make the right choices when it comes to fonts for your brand, you need to first understand what exactly typography is, and why it's so important for your brand.

What is Typography & Why is it Important to Branding?

Typography is the art of arranging letters and text in a way that makes written language appealing and legible. It involves the selection of different fonts, point sizes, line-spacing and letter spacing to help convey specific messages and emotions to the audience.

Typography is used in a WIDE variety of media, including: web, print, and packaging design. That makes it vital to your brand design. It is one of the things people notice first about your brand, and it can create a lasting impression on them. A well designed typography will help set your brand apart from other competitors, communicate your business's values and personality, and help connect with your target audience emotionally.

So now that you know the importance of typography, how do you choose the right fonts for your brand? Choosing fonts can be a daunting task, but it's essential to get it right. Here are some things to keep in mind as you are choosing font(s) for your brand:

• KNOW Your Brand

  What are your values? What personality and tone do you want your brand to convey? Knowing the answer to these questions will help you choose fonts in line with your brand's identity and message.

• Consider Readability

  This one should be obvious, but you would be surprised. Your fonts should be legible and readable. Avoid overly complex or decorative fonts that can be difficult to read.

• Create Contrast

  Using contrasting fonts can help create visual interest and add hierarchy in your brand's identity. For an example, choosing a bold, serif font for headlines, and a lighter sans-serif font for body text.

• Keep it Simple

  Ever heard the fraze "K.I.S.S."? (Keep it simple, stupid!) I think of it every-time I am doing any type of graphic design work-and it REALLY helps me remember to use no more than 2-3 fonts throughout a brand's materials. Too many fonts can overwhelm your audience and dilute your brand's identity.

• Consider Different Contexts

  Keep in mind how your fonts will look in different scenarios. Font legibility can change DRASTICALLY between something like a package design and a billboard design. There can even be a major differences between web vs. print design. Test your fonts on different devices and platforms to ensure they are compatible and look good everywhere.

Fonts are a powerful tool to help convey your brand's identity, and should be chosen accordingly. By following these tips & tricks, you can help ensure the creation of a consistent and distinctive brand image that resonates with your target audience.