Starting a DIY branding journey? There’s a lot to think about! You’ll be considering your target audience, the voice of your brand, the right colors, and yes, the perfect fonts. With so many things to figure out, fonts may not seem like such an important part of your brand, but let me tell you…they are. Fonts have a unique power to evoke feelings, convey messages, and give your brand its distinctive look. This guide aims to simplify the art of choosing fonts, so let’s dive in.
Building Your Brand’s Base
Before we chat about fonts, it’s essential to have a clear understanding of your brand. What are the core beliefs of your brand? What feelings do you want your audience to associate with your brand? Who are you mainly targeting? This foundational knowledge will help guide your font choices. For example, a quirky brand might opt for something like Comic Sans (just kidding, maybe not that one) while a law firm might lean towards a serif font like Times New Roman.
Why Fonts Matter
The fonts you choose will end up representing your brand. People will come to associate those fonts and the way they make them feel with your brand. The right font can speak volumes even before your audience reads a single word. For instance, while colors can set the mood, fonts detail the story. A modern sans-serif might say, “Hey, we’re current and sleek!”, while a traditional serif might nod to trustworthiness and history.
Exploring Font Categories
The first step to choosing the perfect font for your brand is understanding the psychology of fonts. There are 5 main categories of fonts and each one evokes a different feeling and serves a different purpose. The basic font categories are:
Serif
Serif fonts are characterized by their small decorative lines at the end of letter strokes. They have been around for centuries and are often associated with tradition, reliability, and professionalism. Great for brands wanting to portray authority or classic elegance.
Sans-serif
Sans-serif literally means “without serif,” so these fonts lack those little lines. They offer a clean, modern look and are highly legible, especially on digital screens. Brands aiming for a contemporary, straightforward feel often gravitate towards these.
Slab serif
These are a bold variation of the traditional serif fonts. With thicker, blockier serifs, they are robust and impactful, often used for headings or brands that want a mix of modernity and tradition.
Display/Decorative
These fonts are crafted for specific purposes and are usually more eccentric. While they can make a big impression, they’re best used sparingly, like in logos or headlines. Their uniqueness means they might not always be the best choice for large chunks of text.
Script
Mimicking handwriting, script fonts are fluid and elegant. They can convey a range of feelings, from casual to formal. Ideal for brands wanting a touch of personalization or sophistication. But caution: readability can be an issue, especially in lengthy texts.
How to Choose the Right Font
Now that you have an understanding of different font categories, you might be starting to lean towards a certain category based on your brand’s personality. A little pro tip? Settle on two main fonts (one for body text and one for headlines) and use them consistently across all marketing channels, such as your website, social media, and printed materials. Here are some tips that can help you choose the winning fonts.
Consider Readability
Readability is probably the most important thing when choosing your fonts. Your font can be the most beautiful thing in the world, but if no one can read it, what’s the point? Keep in mind where this font will be used. Billboards? Your website? Business cards? Make sure it’s legible in all contexts. This is especially true for your body text font which you’ll usually use to write long paragraphs. For your headlines you can get a little more creative, but you still don’t want people to struggle reading it.
Avoid Being Too Trendy
While it’s tempting to go for the most popular font of the moment, it’s good to remember that trends can fade. Remember the infinity symbol tattoos everyone was getting in 2010? Yeah, not so cool anymore. Trends come and go. It’s always a good idea to pick a font that won’t feel outdated in a few years.
Play with Font Pairings
Sometimes, you might find two fonts that you absolutely love, but together, they just don’t seem to click. It’s like pairing two great foods that don’t quite taste right together. Don’t be discouraged! Experiment with different combinations until you find a duo that complements each other. If you’re unsure, there are plenty of resources online that can offer suggestions.
Where to Look for Fonts
Google Fonts is a great place to find free fonts, but can be a bit overwhelming at first.
Canva is another handy spot to browse fonts. Just a heads up, while they’ve got a neat collection of free fonts, some are reserved for their pro users.
If you’re feeling overwhelmed with choices, head over to Pinterest and try searching with one of your brand words followed by “fonts” – like “Minimalistic fonts” or “Boho fonts”. It’s a cool way to get inspired and even discover some recommended font pairings.
Need inspiration? Look at brands you love. Observe the fonts they use. How do they make you feel? Would a different font change that feeling? Take Apple, for instance. Their branding is sleek and modern, and naturally, a sans-serif font complements it perfectly!
As you navigate the path of DIY branding, remember that fonts hold more significance than just stylized text. They echo your brand’s ethos and intentions. It’s crucial to be consistent, prioritize clarity, and look beyond fleeting trends. Your chosen fonts should effectively capture and convey your brand’s spirit. Now go on and find fonts that truly resonate with your vision.