Choosing the Right Font for Your Brand

brand letterpressBranding isn't just about what you say. It's about how you say it, and what it says about you when you're not able to. While your logo is the foundation of your brand, how you present it is a huge part of what makes your brand stand out. You may have spent months creating your logo, but how much thought have you given to the font you've used in your supporting marketing materials?

When you send e-mail campaigns, are you using the program's default font? Are you using arbitrary fonts for your brochures, e-mail & signatures or trade show signage? Do the fonts you choose change frequently?

If you answered "yes" to any of these questions, you may be missing an opportunity to make your brand more cohesive and recognizable. Here are some things to consider when choosing a font.

Does it fit the theme of your brand?
Don't just think about what looks pretty. Think about the message the font conveys and how it fits with your brand. An elegant script may be a great choice for a florist, however — when used by a technology company — could denote an old-fashioned sensibility. Ultimately, it's probably not the best message for a field where being up-to-date on trends and technology is important.

Is your font legible and flexible?
We've all seen the hilariously viral font fails. A poor type choice turns an "S" into an "R" or an "FI" into an "A" and suddenly you have accidental profanity on your hands and your signage is shared on social media thousands of times — for all the wrong reasons. Don't chance it. Before you settle on a font, consider how various combinations of letters will look. Take a look at it set at different point sizes and see if it becomes too thin and difficult to read or too bulky at larger sizes. Another important decision to make when choosing a font is to choose a font "family" that has all of the various weights that you will need for your materials. Does it have some condensed weight options for tighter or denser content? Do you need a font that has ligatures? Maybe you'll need several different bold, extra bold or italic styles included to cover all of your marketing needs. These are just a few things to consider while choosing your fonts. Taking these few extra steps could save you a lot of hassle or embarrassment down the road.

Does it transfer across all platforms?
We're not suggesting you limit yourself to one font but you may want to choose a few related fonts for your headers and body copy and stick to them. Don't send out newsletters written completely in Arial when all your signage is in Calibri. Ideally, your customers will know a written message is from you at a glance, before they even read it. Keeping a cohesive look will help build recognition while getting too lax with your choices could confuse your audience and undo all the marketing you've already done.

Whether you like it or not, your font sends a message. Choose it carefully and it could help strengthen your brand's image. Ignore its importance and your phone could still ring off the hook. Whether the calls are to place an order or to snicker at your sign, however, could be anyone's guess.

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