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Typography
Brand Design
Font Selection
Brand Identity
Visual Identity
ARTICLE #101
Using typography in brand design effectively
Typography
Brand Design
Font Selection
Brand Identity
Visual Identity
Typography
Brand Design
Font Selection
Brand Identity
Visual Identity
Written by:
3 min read
Updated on: August 28, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Do fonts really matter that much? What if you are up to a black-tie dinner in your scruffiest trainers—awkward, right? The same goes for picking the right typography. Fonts set the mood long before anyone reads a word of your message. A refined Serif can whisper elegance, while a bold Sans-serif might declare a cutting-edge vision.
When you nail those little letter details, you’re setting the stage for a brand vibe people trust. If you’re curious about how typography can transform the look and feel of your company, stick around—we’re about to explore exactly that.
Do fonts really matter that much? What if you are up to a black-tie dinner in your scruffiest trainers—awkward, right? The same goes for picking the right typography. Fonts set the mood long before anyone reads a word of your message. A refined Serif can whisper elegance, while a bold Sans-serif might declare a cutting-edge vision.
When you nail those little letter details, you’re setting the stage for a brand vibe people trust. If you’re curious about how typography can transform the look and feel of your company, stick around—we’re about to explore exactly that.
Understanding the importance of typography in branding
Understanding the importance of typography in branding
Typography isn’t just about making letters look pretty. It’s a key player in expressing who you are as a brand. The choice of fonts, spacing, and overall design style all feed into how an audience perceives you. Whether you’re looking to appear sophisticated, approachable, or tech-savvy, the right font can nudge people to see your brand exactly as intended.
Brand identity: It’s a major ingredient in how your company is perceived, from tone of voice to personality.
Emotional connection: Fonts can whisper (or shout) your brand’s soul. A refined Serif might suggest expertise and heritage, whereas a crisp Sans-serif could say, “We’re all about modern simplicity.”
Credibility: Well-chosen typography makes you look serious about details. If your fonts look messy, people might assume your products or services follow suit.
Beyond letters and words
Typography isn’t just fancy lettering—it’s practically a coded message for your brand’s character. Each curve and subtle tilt can reflect your values, be they trust, progress, sustainability, or something entirely different. When you choose fonts thoughtfully, you can:
Convey the essence of your brand at a glance
Strike an emotional chord with your audience
Improve readability, keeping people focused on your content
Set the tone for a brand’s voice and style.
Boost brand recall, so you’re more recognisable to your audience.
Encourage customer loyalty by projecting consistency and authenticity.
Remember, a bold, heavy font can energise readers, while a graceful Script might evoke a sense of warmth. What do you want people to feel the instant they land on your website or see your packaging?
Typography isn’t just about making letters look pretty. It’s a key player in expressing who you are as a brand. The choice of fonts, spacing, and overall design style all feed into how an audience perceives you. Whether you’re looking to appear sophisticated, approachable, or tech-savvy, the right font can nudge people to see your brand exactly as intended.
Brand identity: It’s a major ingredient in how your company is perceived, from tone of voice to personality.
Emotional connection: Fonts can whisper (or shout) your brand’s soul. A refined Serif might suggest expertise and heritage, whereas a crisp Sans-serif could say, “We’re all about modern simplicity.”
Credibility: Well-chosen typography makes you look serious about details. If your fonts look messy, people might assume your products or services follow suit.
Beyond letters and words
Typography isn’t just fancy lettering—it’s practically a coded message for your brand’s character. Each curve and subtle tilt can reflect your values, be they trust, progress, sustainability, or something entirely different. When you choose fonts thoughtfully, you can:
Convey the essence of your brand at a glance
Strike an emotional chord with your audience
Improve readability, keeping people focused on your content
Set the tone for a brand’s voice and style.
Boost brand recall, so you’re more recognisable to your audience.
Encourage customer loyalty by projecting consistency and authenticity.
Remember, a bold, heavy font can energise readers, while a graceful Script might evoke a sense of warmth. What do you want people to feel the instant they land on your website or see your packaging?
Typeface vs. font: let’s clear the confusion
Have you gone to a family reunion where everyone has the same surname, but each person has a distinct quirk? That’s basically the difference between “typeface” and “font.”
Typeface: Think of it as the “family name.” Serif, for instance, is a broad typeface category. Times New Roman and Georgia? They’re part of that family.
Font: This is more specific. Times New Roman Bold at size 12 is different from Times New Roman Italic at size 10, even though both belong to the Times New Roman typeface.
This isn’t just a design geek obsession—it matters when you want consistent styles across websites, print ads, or any other medium.
Have you gone to a family reunion where everyone has the same surname, but each person has a distinct quirk? That’s basically the difference between “typeface” and “font.”
Typeface: Think of it as the “family name.” Serif, for instance, is a broad typeface category. Times New Roman and Georgia? They’re part of that family.
Font: This is more specific. Times New Roman Bold at size 12 is different from Times New Roman Italic at size 10, even though both belong to the Times New Roman typeface.
This isn’t just a design geek obsession—it matters when you want consistent styles across websites, print ads, or any other medium.
Choosing fonts for your brand
Feel like radiating old-school charm or broadcasting a crisp, contemporary persona? Fonts do more than shape words—they highlight what your brand stands for. Below are four popular categories worth considering:
Serif fonts
If you see tiny lines (serifs) at the edges of each letter, you’re looking at a Serif font. They often suggest reliability and tradition. That’s why law firms and heritage brands often use them. Times New Roman and Georgia are typical examples.
When to use: Ideal for brands that want a refined, timeless feel.
Emotions evoked: Professionalism, sophistication, tradition.
Sans-serif fonts
Sans-serif fonts skip those extra strokes at the letter edges, giving them a cleaner look. Arial and Helvetica are classic picks. They’re perfect if you’re going for a bold, modern feel—often popular among tech and digital-forward brands.
When to use: If you need a minimalist, contemporary vibe.
Emotions evoked: Simplicity, freshness, approachability.
Script fonts
Script fonts replicate handwriting or calligraphy. Brush Script or Pacifico add an artistic, personal note to a brand identity. Great for industries aiming for a personal or creative ambience, like artisanal food, wedding services, or beauty brands.
When to use: Situations needing a warm, individual feel.
Emotions evoked: Warmth, creativity, individuality.
Display fonts
Display fonts are a bit dramatic: big, bold, and eye-catching. Brands in entertainment, gaming, or fun-oriented sectors might opt for these to make a statement. Use them sparingly, though. Going overboard can feel loud and off-putting.
When to use: High-impact designs, headings, or logos.
Emotions evoked: Fun, excitement, strong visual flair.
Matching fonts with your brand values
Picture a luxury fashion label using a comical Display font. That jarring mismatch might give people the impression they’re on the wrong website. The secret? Ensure your typography lines up with the soul of your brand.
Luxury brand: Gravitate towards elegant Serif fonts that telegraph sophistication.
Eco-friendly brand: A gentle Sans-serif can give off a vibe of cleanliness and earthiness.
Tech start-up: Modern, sleek Sans-serifs emphasise innovation and clarity.
If you’re unsure which emotions you want to convey, start by listing your brand’s core attributes. Are you playful, reliable, minimalistic, or edgy? Then pick a typeface that resonates with those traits.
Feel like radiating old-school charm or broadcasting a crisp, contemporary persona? Fonts do more than shape words—they highlight what your brand stands for. Below are four popular categories worth considering:
Serif fonts
If you see tiny lines (serifs) at the edges of each letter, you’re looking at a Serif font. They often suggest reliability and tradition. That’s why law firms and heritage brands often use them. Times New Roman and Georgia are typical examples.
When to use: Ideal for brands that want a refined, timeless feel.
Emotions evoked: Professionalism, sophistication, tradition.
Sans-serif fonts
Sans-serif fonts skip those extra strokes at the letter edges, giving them a cleaner look. Arial and Helvetica are classic picks. They’re perfect if you’re going for a bold, modern feel—often popular among tech and digital-forward brands.
When to use: If you need a minimalist, contemporary vibe.
Emotions evoked: Simplicity, freshness, approachability.
Script fonts
Script fonts replicate handwriting or calligraphy. Brush Script or Pacifico add an artistic, personal note to a brand identity. Great for industries aiming for a personal or creative ambience, like artisanal food, wedding services, or beauty brands.
When to use: Situations needing a warm, individual feel.
Emotions evoked: Warmth, creativity, individuality.
Display fonts
Display fonts are a bit dramatic: big, bold, and eye-catching. Brands in entertainment, gaming, or fun-oriented sectors might opt for these to make a statement. Use them sparingly, though. Going overboard can feel loud and off-putting.
When to use: High-impact designs, headings, or logos.
Emotions evoked: Fun, excitement, strong visual flair.
Matching fonts with your brand values
Picture a luxury fashion label using a comical Display font. That jarring mismatch might give people the impression they’re on the wrong website. The secret? Ensure your typography lines up with the soul of your brand.
Luxury brand: Gravitate towards elegant Serif fonts that telegraph sophistication.
Eco-friendly brand: A gentle Sans-serif can give off a vibe of cleanliness and earthiness.
Tech start-up: Modern, sleek Sans-serifs emphasise innovation and clarity.
If you’re unsure which emotions you want to convey, start by listing your brand’s core attributes. Are you playful, reliable, minimalistic, or edgy? Then pick a typeface that resonates with those traits.
Design tips for typography
Effective typography design requires attention to details that enhance visual appeal and readability. Good typography is needed to deliver a clear and engaging brand message. We will discuss some practical ways to improve your typography choices.
Getting the hierarchy right
Ever read a cluttered webpage where everything felt equally important? It’s tiring.
Headings (H1, H2, H3): Should be instantly noticeable. A larger font size or bold weight can help.
Body Text: Generally smaller, set in a simpler font for easier reading.
Spacing: Keep at least 1.5 line spacing to give readers a comfortable scanning experience.
When your headings, subheadings, and paragraph text are clearly defined, people can follow your narrative without feeling lost.
Mind your colour contrast
Even the best typeface in the world fails if readers can’t see it properly. Aim for a high contrast between text and background. Dark text on a light background is a safe bet.
According to standard accessibility guidelines, a 4.5:1 colour contrast ratio is recommended for normal text. A small tweak—like darkening your grey text just a bit—can be the difference between an inclusive design and an alienating one.
Choosing cohesive font pairs
One font may not always suffice for all your branding elements. Many brands use a primary font for headers and a secondary font for body copy. A robust pairing might be:
Header: A striking Serif (e.g., Playfair Display)
Body text: A streamlined Sans-serif (e.g., Montserrat)
Keep it to two or three total fonts to avoid overwhelming the eye. You want a coordinated look, not a pick-and-mix stand at the sweet shop.
Effective typography design requires attention to details that enhance visual appeal and readability. Good typography is needed to deliver a clear and engaging brand message. We will discuss some practical ways to improve your typography choices.
Getting the hierarchy right
Ever read a cluttered webpage where everything felt equally important? It’s tiring.
Headings (H1, H2, H3): Should be instantly noticeable. A larger font size or bold weight can help.
Body Text: Generally smaller, set in a simpler font for easier reading.
Spacing: Keep at least 1.5 line spacing to give readers a comfortable scanning experience.
When your headings, subheadings, and paragraph text are clearly defined, people can follow your narrative without feeling lost.
Mind your colour contrast
Even the best typeface in the world fails if readers can’t see it properly. Aim for a high contrast between text and background. Dark text on a light background is a safe bet.
According to standard accessibility guidelines, a 4.5:1 colour contrast ratio is recommended for normal text. A small tweak—like darkening your grey text just a bit—can be the difference between an inclusive design and an alienating one.
Choosing cohesive font pairs
One font may not always suffice for all your branding elements. Many brands use a primary font for headers and a secondary font for body copy. A robust pairing might be:
Header: A striking Serif (e.g., Playfair Display)
Body text: A streamlined Sans-serif (e.g., Montserrat)
Keep it to two or three total fonts to avoid overwhelming the eye. You want a coordinated look, not a pick-and-mix stand at the sweet shop.
How typography affects user experience
Typography is more than good looks. It guides user behaviour and sets expectations and the way they interact with a brand.
Better readability: Solid typographic choices help users absorb information faster and more comfortably.
Emotional engagement: Certain fonts encourage visitors to linger on your site longer, partly because they feel right at home.
Accessibility matters: Legible fonts with decent sizing and clear contrast help everyone, including individuals with visual impairments.
According to the World Health Organization, over 2.2 billion people worldwide face vision issues—that’s a huge slice of potential customers. Being readable isn’t merely polite; it’s also a business win.
Mobile responsiveness
With a large percentage of web traffic coming from mobile users, your typography must adapt to smaller screens. Responsive typography ensures your text scales nicely, so no one needs to pinch and zoom repeatedly just to read a subheading.
If you’re curious about how brand identity and user interaction relate, check out 7 major benefits of a strong brand for more insights.
Typography is more than good looks. It guides user behaviour and sets expectations and the way they interact with a brand.
Better readability: Solid typographic choices help users absorb information faster and more comfortably.
Emotional engagement: Certain fonts encourage visitors to linger on your site longer, partly because they feel right at home.
Accessibility matters: Legible fonts with decent sizing and clear contrast help everyone, including individuals with visual impairments.
According to the World Health Organization, over 2.2 billion people worldwide face vision issues—that’s a huge slice of potential customers. Being readable isn’t merely polite; it’s also a business win.
Mobile responsiveness
With a large percentage of web traffic coming from mobile users, your typography must adapt to smaller screens. Responsive typography ensures your text scales nicely, so no one needs to pinch and zoom repeatedly just to read a subheading.
If you’re curious about how brand identity and user interaction relate, check out 7 major benefits of a strong brand for more insights.
Frequently Asked Questions
Why is it important for typography to be readable?
If people have to tilt their heads or zoom in like they’re peering through a microscope, your message might get lost. Readable typography isn’t a “nice-to-have”—it’s essential for keeping your audience engaged and making sure your point lands.
Can I use several different types of font in my branding?
You can, but keep it to two or three complementary options. If you toss in five unrelated fonts, your design might look chaotic.
How can typography improve user experience on websites?
Typography helps shape how information flows, highlights essential points, and makes it easier for visitors to engage with your site content.
Conclusion
Typography isn’t just about making text look pretty—it’s the unsung hero that shapes how your audience feels about your brand. Sure, it needs to evolve with changing consumer tastes, but stay consistent enough that people instantly recognize you. Consider it like tightrope walking: keep your balance between fresh and familiar, and you’ll wow the crowd every time. Ready for a reality check? When was the last time your typeface got a tune-up? Because stale fonts might as well be dusty window displays—no one’s stopping to look. Keep it current, keep it consistent, and watch your brand identity shine.
Frequently Asked Questions
Why is it important for typography to be readable?
If people have to tilt their heads or zoom in like they’re peering through a microscope, your message might get lost. Readable typography isn’t a “nice-to-have”—it’s essential for keeping your audience engaged and making sure your point lands.
Can I use several different types of font in my branding?
You can, but keep it to two or three complementary options. If you toss in five unrelated fonts, your design might look chaotic.
How can typography improve user experience on websites?
Typography helps shape how information flows, highlights essential points, and makes it easier for visitors to engage with your site content.
Conclusion
Typography isn’t just about making text look pretty—it’s the unsung hero that shapes how your audience feels about your brand. Sure, it needs to evolve with changing consumer tastes, but stay consistent enough that people instantly recognize you. Consider it like tightrope walking: keep your balance between fresh and familiar, and you’ll wow the crowd every time. Ready for a reality check? When was the last time your typeface got a tune-up? Because stale fonts might as well be dusty window displays—no one’s stopping to look. Keep it current, keep it consistent, and watch your brand identity shine.
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Work with us
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We’re remote-first — with strategic global hubs
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Click to copy
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