What’s in a Font? Type Choices & Branding Your Business


by Charlie of The Hungry JPEG

From your website copy and blog to your printed materials and logo, as the visual representation of all of your written content, your typographic selection is arguably one of the most important decisions in ensuring cohesive branding across your business. Whether you’re aware of it or not, your audience is constantly judging you — and if there’s a disconnect between your typography and the personality and values of your businesses, you could be giving them the wrong impression.

When it comes to branding your business, a significant amount of time and thought goes into design, color and imagery — but what do your typographic choices say about you? In today’s post, we’re looking at why typefaces matter and how you can go about finding the perfect fit for your brand.

Type Choices in Branding


Whether you realize it or not, your brand’s archetype, choice of visuals and type styles all influence the way your business is perceived. When it comes to branding your business, there’s no one-size-fits-all solution. Your brand’s voice and values should be cohesive and display a true representation of your business — and font choice plays a big part in this.

If the government’s website was written in size 14 Comic Sans, would we still trust it as a reliable source of information or would we question its validity? If a party planning business printed flyers in Times New Roman, would we be inclined to book with them or would we perceive them to be boring? Your choice of font can say a lot about your organization, and by building it into your branding process and guidelines, you can use this to your advantage — reinforcing what your business is all about.

Finding the best typeface — or typefaces to represent your brand will require time and effort. While script fonts might be perfect for one brand, an attention-commanding Gothic typeface might be more suited to another business. Being creative with your font choices offers you an opportunity to create an aesthetic that works for you — not to mention ensuring that your business stands out from the crowd.

Size (and color) matters

Color can play a powerful and important part in the visual appeal of your business — increasing recognizability and keeping your branding consistent across all platforms. We might not always realize it, but color associations play an integral part in our decision making process — and understanding your audience will help inform the shades you choose for your fonts.

For your audience, first impressions count — and whether you’re aware of it or not, your typeface selections speak volumes about your business. Whether you’re directing visitors to your online content or encouraging them to pick up a business card at an industry expo, your brand needs to be instantly recognizable — creating a sense of familiarity between brand and consumer.

From a standard black, size 12 Arial font to a bespoke green size 80 Serif, no two businesses will be looking for exactly the same thing when it comes to their choice of typeface. Thanks to a wide range of options, you can spend time exploring the best font for your business — and as more options become available, you can get excited about standing out from the crowd by honing in on your business’ branding.

Be bold


In the world of business, finding new and innovative ways to make your voice heard can be challenging — but by paying some attention to your aesthetics, you can move your business away from mainstream competitors.

From brand recognition to encouraging customers to read your content, your choice of typeface matters. Whether you want to evoke emotion, build brand loyalty or encourage return custom, the space in between characters, font size and the color of your typeface will play an important part in the consumer-brand experience.

When it comes to fonts, no industry needs to be left behind. Whether you’re a designer, a retailer or a lawyer, branding is about targeting the senses. Pairing your business with a well-chosen typeface can evoke feelings and encourage brand loyalty — with your words doing more than just conveying a written message. If you don’t have an eye for aesthetics, ask your fellow designers for advice on what will work for your brand — focusing on the readability of content and credibility of your business.

As well as ensuring your branding is cohesive across all platforms, your font choices can play a huge role in the behavior of your audience — so it’s well worth investing time in finding your brand’s perfect fit.

T3614Inspire your type designs with the side-by-side travel photo comparisons in Culture+Typography by Nikki Villagomez. Each image features examples of typography in culture, along with cultural and historical commentary to go with the image. Explore how design choices can be informed by the language of the cultural surroundings, and learn more about type selection, color usage, and more with this inspiring book.