What’s in a Font, How to Choose the Right Fonts for Your Brand?

The anatomy of a brand’s font system can tell us everything we need to know about it and more.

A steeper slope and a more rounded curve can make all the difference in how a brand is perceived.

After all, Burberry’s first step in rebranding in 2023 was a move back to a more classic, serif typeface from its previous minimalist, sans-serif logo.

They did so to reinforce Burberry’s 167-year-old heritage, reflect timeless British elegance, and to set itself apart from the wave of bland branding that had washed over many luxury brands.

The fonts you choose are more than just stylistic choices; they’re visual cues that speak volumes about you. Who you are? What you stand for? And how you want to be remembered?

Whether it’s the clean authority of a sans-serif or the warmth of a script font, typography shapes perception even before your brain has processed the words. 

But first, what is Typography?
Typography is the art and technique of arranging text in a visually appealing and readable way. It involves the choice and use of fonts, the spacing between letters and lines, the size of the text, and how it appears across different layouts.

Since first impressions matter, here’s why typography is essential to branding. 

A. It reflects your brand’s personality.

Typography acts as the visual embodiment of your brand’s voice. That’s why choosing the right typeface guarantees your visual branding is aligned with your brand’s values and story. 

B. It builds recognition and consistency 

Consistently using a font system across branding platforms helps create a cohesive visual identity. Over time, people begin to associate that typography style with your brand, increasing recognition and trust.

C. It enhances communication

A colossal contribution of typography to branding is legibility. The fonts you choose not only communicate visually but also ensure readability across platforms. It affects how your message is read, for example: 

1. Clear, legible fonts help audiences engage with your content effortlessly.
2. Hierarchy in font size and weight guides readers through information in the intended order.

D. It sets you apart from the rest

In a digital and saturated market, typography helps differentiate your brand. A distinctive, custom or well-paired typeface can make your brand stand out from competitors and leave a lasting impression.

E. It evokes emotions

Like colours, typography also speaks to human psychology. Different fonts evoke different emotional responses, for example:

• Rounded fonts feel friendlier.
• Sharp, angular fonts feel more intense or assertive.
• Light and airy fonts give off elegance or simplicity.

This emotional nuance helps deepen the connection between your brand and its audience.

So, Typography is more than just an aesthetic choice; it’s a choice rooted in communication, consistency, and connection. 

Since the right font can evoke emotion, build recognition, and distinguish your brand from the competition. The wrong one can confuse your audience and dilute your identity. So, how do you choose the right font system for your brand? 

Here are Dolphin Branding’s top 6 tips for choosing the right fonts for your brand: 

Tip 1: Understand Your Brand Personality to Decide Your Font System

Typography should align with the personality and tone of your brand. Ask yourself the following questions:

1. Is your brand playful or professional?
2. Traditional or cutting-edge?
3. Luxurious or budget-friendly?

For example:

1. Serif fonts (Times New Roman or Garamond) often signal tradition, reliability, and formality.
2. Sans-serif fonts (Helvetica or Futura) feel clean, modern, and accessible.
3. Script fonts (Pacifico or Great Vibes) evoke elegance, creativity, or whimsy.
4. Display fonts are bold and unique. They are great for logos but should be used sparingly.

Tip 2: Always Prioritise Readability When Deciding Your Font System

Your typography must be legible across devices and sizes. Choose fonts that are:

1. Clear at small sizes
2. Easy to read in long passages
3. Not too ornate or tightly spaced

Tip 3: Pair Fonts Thoughtfully in Your Font System

Many brands use primary and secondary fonts. For example, one font is used for headings and another for body text. Here are some tips for pairing:

1. Choose fonts with contrasting styles. For instance, a serif, display, or script font for headlines and sans-serif for body text. 
2. Use sans-serif fonts for body text because they are the easiest to read.
3. Ensure they share visual harmony. Look at the font’s height, weight, and spacing.
4. Avoid pairing fonts that are too similar or clash stylistically.

Tip 4: Think About Versatility in Your Font System

A strong brand font system should work across applications and platforms (digital, print, packaging, signage, etc.)

Check for:

1. Multiple weights (light, regular, bold)
2. Italic versions
3. Special characters and symbols

Tip 5: Consider Licensing and Accessibility

Fonts come with different licenses. Always ensure you have the legal right to use your chosen fonts commercially and across platforms. 

It’s best to pick web-safe fonts or host them properly to maintain brand consistency online.

Tip 6: Test Before You Commit to Your Font System

Always test your typography in context: How does the typography look on:

1. Your website?
2. A business card?
3. Social media graphics?

Seeing fonts in action can prevent branding missteps and guide you in making a confident choice.

Typography is more than a design choice, it’s a communication strategy. The fonts you choose tell your audience who you are before they even read a word. 

Take the time to define your brand’s tone, try different pairings, and test thoroughly before locking in your typography.

Choosing the right font system for your brand may seem like an intimidating task. But not when you have a specialist branding agency like Dolphin Branding in your corner. 

Dolphin Branding has helped many businesses develop their brand strategy by harnessing the power of fonts to tell your brand’s story. Drop us an email at: contact@dolphinbranding.in today to work with us.