Optimize typography to build your brand.

What Is Brand Typography?

Brand typography is a visual element of brand style guide, or brand book, that arranges your business’s written copy in a legible way and aligns your messaging with your brand personality.

Brand typography is not quite the same as brand font or typeface, although they are all closely related.

Why Brand Typography Matters And How Font Can Boost Your Brand Identity

Even though you may not notice it, typography comprises a large part of a brand identity.

The aspects of a brand such as logo, packaging, emails, documents, website and social media imagery include a good amount of typography.

So, being such an important part of a brand – how DOES typography boost the brand?

Serif fonts
Serif fonts have personality traits that make them perceived as classical, trustworthy and reliable.

How To Choose The Right Fonts For Your Brand In 5 Steps

Before looking into the ways you can choose or forge the right typeface, font and typography of your brand, let us look at the qualities of a good brand font.

A good brand font should be:

These are the essential traits of typography that your brand will be using as an extension of its personality across multiple channels.

Before you adopt a typography, though, you should understand these stages in the process of choosing a font.

1. Define Your Brand’s Personality

Brand personality is a cornerstone of a brand identity that also boosts brand awareness.

It is a collection of traits that your customers relate and associate you with and remember you for.

Brand fonts and typography, much like other brand components, must be aligned with your brand’s personality. You may have already defined your brand’s personality in concrete terms, but if not – invest time into thinking how you would like your brand to be perceived.

Brand owners, managers, decision-makers and very much everyone comprising your team should think in terms of main types of brand personalities, or brand dimensions, and their common traits:

Once you have established which traits form your brand’s personality, you are prepared to choose the font and typography for your brand that will match it.

Sans serif fonts
Minimal and contemporary, sans serif fonts are fit for brands that emphasize their modern personality.

2. Understand The Personality Of Every Typeface 

Only, of course – fonts and typographies have their own personalities and characters, as was discussed earlier. So you need to know these as well.

Font psychology is understanding that every typeface has its own unique traits. They come in categories which are classifications for better identifying and choosing fonts.

The basic font categories and their traits are:

Some of the Serif fonts are:

Sans-serif: Minimal, clean, contemporary. For brands that evoke a sense of cleanliness and modern directness.

Some of the Sans-serif fonts are:

Some of the Script fonts are:

Some of the Handwritten fonts are:

Some of the Decorative fonts include:

Some of the Slab serif fonts are:

Elegant, script fonts
Elegant and distinctive script fonts are a good choice for brands that wish to point out their uniqueness.

3. Choose A Typeface That Is A Match For Your Brand Personality

Now that you have established your brand’s personality and have a better understanding of each font category’s traits, it’s time to find a typeface that is the right fit for you.

Each font category, of course, comes with its own variations so when you’re pairing the two fonts you need to be aware of the end-result this will produce.

Certain typeface pairings and single usage work better for certain brand personalities than others. For instance:

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4. Make Sure Your Fonts Meet These Requirements

No matter what typography you decide on for your brand, it should have some characteristics that are common for all fonts.

Your brand’s typography should be:

5. Think About Budget And Licensing

The question of sourcing and licensing your brand font is the only thing that remains following the above four steps.

Some libraries offer free and open-source fonts such as Font Library, Font Squirrel and Google Fonts. While they are convenient, these libraries are often limited in terms of the volume of fonts they offer.

For a more professional approach to brand typography, licensing fonts can be helpful but you need to be aware of the individual fees and licensing fees.

Also, if you wish to use different typefaces for different platforms – print materials, mobile apps, mobile websites and such – you would need to obtain separate licenses for each.

Bold slab serif fonts
Confident and bold slab serif fonts emphasize the brands’ long and successful history.

Best Fonts For Branding: Additional Typeface Brand Guidelines

Once these key steps in identifying the right font for your brand are over and done with, some more technical guidelines remain that you should also bear in mind.

Here are additional ways you can find the right typeface and then apply it to make the most of it.

1. Choose Between Open Source, Paid Or Custom Fonts

Paid, open source or custom typography? It all depends on the balance of the advantages and disadvantages and our business needs.

Pro: Free and easy to get.

Con: Often bland and do not contribute to better brand recognition.

Pro: A much bigger variety of fonts that suit your brand well.

Con: Licensing for these can be costly.

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