> Tips for choosing the perfect font for your brand
Typography is a crucial component of graphic design that involves arranging type effectively. It focuses on the size, style, and spacing of letterforms. Typography is essential in visual communication as it helps distinguish text from images and can significantly influence how readers comprehend written content.
A good typographer should be able to select the appropriate typeface, font size, and color scheme that will enhance the overall design of a project. They should also be able to manipulate letterforms to create a harmonious and balanced layout that is aesthetically pleasing.
Typography has evolved over time, and there are now various styles and trends. However, the fundamental principles of typography remain the same. It is essential to strike a balance between legibility and creativity when working with typography. Typography should be functional in conveying information while also adding visual interest to the design.
The two main types of font in typography are serif and sans-serif.
Font Selection
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Handwriting fonts are based on the natural handwriting style of an individual, and can add a personal, authentic touch to a design. They are best used in designs where a personal touch is desired, such as invitations or thank-you notes. Handwriting fonts can also be used to create a more relaxed, casual feel in a design.
Example - Reenie Beanie
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Corporate fonts are best used in designs that are formal or require a level of seriousness. Corporate fonts are typefaces that are clear, legible, and easy to read. They are typically sans-serif and have a clean, modern look, demonstrating a level of care and attention to detail that will reflect well on you and your business.
Example - Barlow Condensed
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Display typography fonts are best used for larger sizes where the focus is on creating an impact and a visual hierarchy. These fonts are characterised by their unique and distinctive designs, and are often used for headlines and titles. They are not meant for body text, as they can be difficult to read at smaller sizes. When you want to make a bold statement or create a strong visual identity, display typography fonts are the way to go.
Example - Kavoon
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Elegant style fonts are best used when you want to convey a sense of sophistication, luxury, or exclusivity. These fonts are characterised by their graceful, flowing lines and curves, and are often used in high-end design projects such as luxury brand logos, invitations, or formal documents. They can also be used to add a touch of elegance and refinement to a design, making it stand out and create a lasting impression.
Example - Carattere
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Monospaced fonts should be used when designing anything that requires precise alignment. This type of font is characterised by having each letter and character occupy the same amount of horizontal space. They are helpful for creating visual hierarchy within text because each character occupies the same amount of space so it's easier to scan through lines of words and quickly identify blocks of related information.
Example - JetBrains Mono
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Minimal style fonts are best used when you want to create a sleek, minimalist design. They are typically simple, clean, and lack any decorative flourishes. These fonts work well when you want to convey a sense of sophistication, modernity, or simplicity. Use minimal style fonts when you want your design to be unobtrusive, but still want the typography to stand out.
Example - Thasadith
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Vintage typefaces are used when the design calls for a nostalgic or retro feel. Various vintage style fonts can help transport your audience back in time. These fonts are characterised by their ornate, decorative features, classic serif or sans-serif typefaces, and have a distinct antique charm that can add a touch of elegance and sophistication to any design.
Example - Oregano
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Blackletter style fonts are best used for designs where you want to convey a sense of tradition, history, or elegance. This font style is characterised by sharp edges, intricate details, and a medieval aesthetic. It's often seen in formal invitations, certificates, and other high-end designs. The font is also known as Gothic or Old English.
Example - UnifrakturCook
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Bold typeface font is ideal for creating emphasis or hierarchy in a design. It is used to draw attention to important information that needs to stand out from the rest of the text, such as headings or subheadings. Bold typeface is a font that appears thicker and darker than the regular font.
Example - Changa One
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A funky style font can add just the right touch of personality and playfulness to your design. Funky fonts are typically characterised by unique, irregular shapes and exaggerated lines that convey a sense of carefree, informal energy. Just be sure to use these types of fonts sparingly and in the right context, as they can be difficult to read in large blocks of text.
Example - Sancreek
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A brush style font is best used when you want to convey a sense of informality, creativity, or a personal touch. It's a type of font that looks like it's been drawn by a brush or marker, with varying thickness and texture in each stroke. It's perfect for designs that need to feel casual, playful, or artistic.
Example - Water Brush
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The typewriter font is a unique style designed to resemble text created on an old-fashioned typewriter. Its vintage appearance is often used in designs to create a nostalgic feel. It's perfect for designs that require a playful or whimsical touch, or when trying to evoke a sense of history.
Example - Nixie One
Text Hierarchy
Typography hierarchy is essential in creating readable, organised text. Its main goal is to visually communicate the significance of information by arranging text in a way that highlights its importance. Without typography hierarchy, every aspect of a design would look the same – every letter, word, and sentence would be identical in font, size, and colour. This would make it difficult to distinguish one element from another and prioritise the information.
Contrast can be created through the use of various elements like typefaces, size, weight, capital/lowercase letters, bold or italic styles, orientation, and colour. By skillfully combining these elements you can establish distinct layers of typography that guide the reader’s attention.
The golden ratio in typography is a set of guidelines used to determine the width and height of the text area in relation to the overall size of the page. It is a mathematical ratio of 1:1.618 that is believed to create a balanced and visually pleasing layout. By following this ratio, typography can be arranged in a way that is aesthetically pleasing and easy to read. This can help to create a more professional and polished look for any design project.
You will read this last
You will read this first
Then you will read this
Then this lovely paragraph of text
16/1.618 = 10px
40px
40/1.618 = 25px
25/1.618 = 16px
Title
Heading
Sub-heading
Body
Title: The document title is crucial for search engines and users to understand the context and relevance of the content. It should be informative, and concise. A well-crafted title can improve search engine rankings and attract more users to the content.
Heading: The heading of your piece is vital to grab the reader’s interest. It should contain the most important information in a visually appealing manner, utilising bold fonts and typefaces to make it stand out.
Subheading: Subheadings are an excellent way to organise text into sections, providing a clear and concise overview of the content that follows. Although they should not be as prominent as the main heading, they should stand out from the rest of the text. Subheadings can be used to provide additional information that elaborates on the main topic and captures the reader’s attention, without being too detailed. They are essential in drawing the reader’s eye and encouraging them to read the body of the text.
Body: The main text of your design is covered in the body section, which is typically the smallest and most frequently used type. However, it is important that the text is large enough for all users to read. Additionally, the typeface should be clean and consistent, with proper design, spacing, and usage.
Bold: Use a bold effect to define more important text.
Italic: This tilted text effect defines special or important information.
Finding the right typography for your brand can be overwhelming with thousands of options available. However, it is crucial to choose wisely to give your brand a unique identity. As a graphic designer, I prioritise my clients’ best interests by offering helpful advice and smart design choices. I can help you find the perfect combination for your brand name and supporting text. Contact me today and let’s create a logo that truly represents your brand’s style.
