Figuring out if you want a traditional or a whimsical vibe is an excellent place to get started. Since typefaces vary so much, figuring out which one fits your brand can be overwhelming. Certain typefaces, classified as “whimsical,” convey playfulness or even mischief, while “traditional” typefaces can establish a brand as trustworthy or serious. If you spend the time to make sure the typeface you love reflects your brand’s personality, though, you won’t go wrong. That makes them a stellar choice for branding and marketing systems, though their omnipresence does make them a less distinctive choice. Popular sans-serif typefaces like Helvetica, as used by Skype and Target, are everywhere on the web because they fit right in with the modern aesthetic. With design moving toward a universal style and focusing on inclusive thinking, Sans-serif typefaces deconstructed the traditional letterforms and modernized them into an accessible and appealing aesthetic. Sans-serif types became popular around the 1800s, right around the same time that modernism took off. When you’re designing something with a great deal of text to read, choosing a serif font is an excellent choice to make sure your readers don’t wear themselves out visually. They also improve the readability of lengthier amounts of text, delivering a professional and trustworthy impression. Serifs give a visual anchor to characters, contributing to their solid and traditional feel, as in the TIME logo (which uses your college professor’s favorite, Times New Roman). For example, Burberry uses a custom-designed serif font, eliciting an immediate feeling of luxury. You’ll see many company logo designs in those industries with the serif typecase. Serif typefaces are great for premium brands as they convey elegance, prestige, heritage and authority.įinance, fashion, journalism, and other prestigious industries incorporate that classic style into their designs to significant effect. Serif typefaces are associated with tradition and stability. Serif typefaces have these added bits, and sans-serif typefaces are, as you can guess, literally “sans serifs.” One primary way typefaces and fonts are classified are whether or not they have “serifs,” which are the tiny flourishes found at the end of a letter’s strokes. We’ve outlined some of the broad ideas you should consider in your brand strategy to narrow down your choices and pick the typeface best for your brand. The best fonts should be memorable, legible, work on all platforms offline and online, and communicate your brand personality. Many typefaces are available, and this can feel pretty overwhelming. One of the essential elements of successful typography is the right typeface. Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. Typography can make or break the overall effectiveness of your design and message, and it plays a vital role in your brand’s identity. So, it’s vital that you use these emotional reactions to your advantage. People have pronounced feelings, responses, and associations when they see specific colors. Want a free how to start a business checklist?Ĭhoosing the right font for your business can impact your target audience and their engagement level with your brand.
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