We know what you’re thinking “I already have a logo, why worry about fonts?” New York-based designer James Puckett had a great explanation when discussing the issue on Typophile.com:
“I always tell people that the difference between good typography and [bad typography] is the difference between work that looks professional and work that looks like someone threw it together in MS Word. One reason Apple’s stores look so good is the careful and consistent application of [the typeface] Myriad. But Kmart’s careless mash-up of Helvetica, Gill Sans, News Gothic and Gotham looks like, well, Kmart.”
Have no fear, fonts can be super fun! There are a million websites dedicated to different fonts for all kinds of textures and energies. It’s easy to get lost in all the commotion. Here's what to remember when choosing your brand fonts.
1. Communication Comes Before Style
The first rule to remember when picking fonts whether it is for a logo, e-blast, or website text is to make sure it’s readable. Fonts have the capacity, like color, to evoke different emotions and meanings and can make your message powerful, playful, or focused. Typically communication comes before style so this should be a top priority.
2. Consistency is Key
The second rule to remember is consistency is key when it comes to branding across different platforms. Choose a header font, and try picking one font family. Use bold for headers and regular for body text, or try picking two different fonts, one specifically used for headers and one specifically used for body of text. Then, stick with them throughout all of your touch points.
3. Consider Your Brand
The third rule is to consider your audience and your business. Is the typeface you are using appropriate for the brand?
As implied above, certain fonts lend themselves to specific arenas like being playful, kid-friendly, professional, serious, and more. It's important to identify what you want to convey to your audience, and then select wisely to reinforce your strategy.
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