what to consider when selecting typography for your brand
Today, I’ll be sharing a quick post on what to consider when selecting typography for your brand. Anything that you use in your brand that includes text has some form of typography involved. This includes everything from your website, social media, documents to anything else containing words.
Typography is a large part of your visual brand that you may have realized. Since its apart of your brand identity, it’s important that you ensure that your selections are well-considered.
Remember, your choice of typeface sets the mood for what you’re sharing so it’s important to remember that fonts have both indirect and direct impact on your audience. When selecting fonts they should convey the personality of your brand. It can not only create the feeling but also improve on the design (if used correctly). Below is the list of different types of fonts you have for consideration.
- Serif fonts – these have a line at the end of each stroke.
- Sans serif fonts – these don’t have the lines at the end of each stroke.
- Script fonts – more on the decorative side but can also be very feminine.
- Handwriting fonts – these are fonts that appear as someone wrote it out.
- Display font – vary in style and design but they can be comic style, digit, etc.
When using fonts together they need to complement each other – just as colors do. They also should not have competing styles. For example, if you’re using a script font you won’t use it with a handwriting font or and italic option of another font. They are competing with each other. It’s best if you use a serif or sans serif with a script or handwritten font.
This is where you’ll decide how high or how wide you’ll like your font to appear. For certain designs, this option might work but for general use it not advise.
This includes tracking and kerning. Tracking is the overall letter spacing between the line of the letters. Kerning is the space between a pair of letters. Using either of these can be essential when creating graphics for your brand. Tight tracking works great with bolder fonts for a more impactful look. Loose tracking looks beautiful when it’s in all caps that give off a modern vide.
This is how bold or light your font will appear. You can use the same font in one design using different weights and still create an impactful design. Most fonts today come with a variety of weights such as extra light, light, regular, medium, bold and heavy. It all depends on the type of font you’ll be using. The standard weights are usually light, regular and bold.
There you have it a brief post on selecting the right typography for your brand. One thing you can take away from this post is how to utilize fonts more to your advantage.
When you select a font it just doesn’t end there, some fonts come with a variety of weights and you can adjust the spacing to fit the needs of your design.
Until next time.