Just like images and colours, different fonts evoke different emotions, which means they play a role in bringing a voice and personality to your brand. The right font can help to drive home your brand message, the wrong font, or combination of fonts, can work against it.

If you are just starting to think about your brand, or if you feel that you may need to re-brand, we have some tips to help you make the right font choices.

The first step is to consider what characteristics you want your brand to convey?  For example;

·         Fun

·         Serious

·         Edgy & Arty

·         Trustworthy?

To answer this question you need to have an understanding of who your target market/ideal customer is and what type of emotions you want them to experience when they interact with your brand.  Knowing this will help you to narrow your font choice down.

Font Categories

Fonts fall into categories or families and those categories are generally accepted as reflecting a type of personality, or style.  There are many categories when it comes to fonts but there are 4 main ones that are helpful for you to know more about

Serif (2).png


  • Serif: Serif fonts have lines attached the ends of their letters (sometimes called feet). This family of fonts is generally thought to look more serious or traditional.  Examples: Times New Roman, Centaur, Baskerville and Garamond
  • Sans-Serif (without serif):  These fonts don’t have the extra lines (feet) on the ends of letters, which gives them a more modern and streamlined appearance.  Examples:  Helvetica, Avant Garde, Arial, and Geneva.
  • Script: Scripts are what we might think of as cursive or handwriting style fonts. They generally have connecting letters. Script fonts come in many different styles, from elegant, to fun and casual, to hand-drawn.  Examples:  Brush Script. French Script, Lucinda Calligraphy and Coronet. 
  • Decorative / Display: These fonts are all designed to get your attention.  They’re often more unusual than practical and should be used sparingly and for specific purposes. Examples:  Burford, Utopia, Carousel and Stencil.

Thinking about your brand and your ideal customer, do some research to find more fonts which fall into each category. You can also check out some of our favourites on Pinterest.

Putting Fonts To Work

Once you have an understanding of the fonts available to you, you need to consider what jobs you need your fonts to do? Where will they be displayed and what will you be using them for? For example;

·         Logo & Tagline

·         Headers

·         Body Text

·         Accents

Guidelines for choosing the right fonts for your brand

Whilst there are no hard and fast rules for choosing the right fonts for your brand, there are some guidelines you will find helpful to follow;

1.    Make your logo font distinct from the fonts you use for other purposes.  This will allow your logo to stand out from the information on your website and in your marketing materials.

2.    Create contrast when pairing fonts by mixing up font categories, weights and sizes.

3.    Give each font a job and be consistent in how you use them



As I said earlier, there are no hard and fast rules that you have to follow when selecting and combining fonts but it is generally accepted that serif and sans serif fonts work well together.  Try a serif header with a sans serif body or vice versa.

Script and Decorative or Display fonts don’t work as well together because of their bold look. Instead, try contrasting a Script/Display or Decorative font with a Serif or Sans Serif font.


There are some great resources available to help you narrow down your fonts choices. We can’t recommend Pinterest enough for finding inspiration for everything, including Fonts. Our Typography board is a great place to start.  There are also a number of sites you can head to buy fonts and download fonts.  We like FontSquirrel and MyFonts, as both give you the option to try out your font choices.

If you need help designing your brand and choosing the right fonts, contact us to find out more about our Custom Brand Styling.



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