The Importance of Fonts in Branding
How many times have you spotted a familiar font in a company logo out of the corner of your eye and immediately made the connection between the brand and the typography?
Fonts are fundamental elements of branding, playing a huge part in establishing each brand’s identity. They are the visual reflection of company values, priorities, and mission – but just how important are they for branding?
Brand typography: what is it?
It would be difficult to find a brand that doesn’t use written text in any meaningful way, be it a part of their logo, the text on the landing page of their website, a catchy advertisement, or text on their product boxes. Brand typography collects all visual aspects of written text, dictating what it conveys, what emotions it invokes in the readers, and what mind connections it will create with your brand.
Notice how famous fonts like the Barbie font or the Captain Morgan font become immediately recognizable when spotted just briefly, without reading into what the words say.
How can choosing the right font boost brand identity?
Your typography is how you convey the meaning of your brand to your audiences. It describes the values and priorities of your brand in a subtle, subconscious way that can be instinctively understandable for your audiences when utilized just right.
Your customers can’t see what’s inside your mind – the typography you use to convey your messages can, however, give them a glimpse of it. The typeface is often the first experience your customers will have with your brand, so why not make it a memorable one?
The Harry Potter font, for example, immediately sparks a mind connection with the branding – even when used to write anything else, in any other context – this is what you should be aiming for.
What makes a good brand font?
There is a lot that comes into designing a good brand typography. While it should definitely be unique to your brand and legible enough for the people to read correctly, there are no rules when it comes to the design. As long as it’s memorable and communicates your brand personality, anything goes.
Each typeface has its own unique personality that conveys different emotions and associations with it. Serif fonts, for example, are more traditional, toned-down, reliable and stable, while handwritten fonts like Salima or Herbarium create a more intimate relationship with the reader, presenting themselves as more informal and relatable.
Which typeface and font you use should depend on your unique brand personality. Whether you’re going for a more corporate look, or trying to create a friendly and trustworthy vibe, your brand typography should reflect it. In general, you should also keep your fonts flexible, working across different mediums (both traditional and digital), and as unique as possible.
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