When it comes to branding, it’s not just about what you say, but also what the words look like when you say it. We’ve already looked at how colors affect your branding, but the writing used in your logo and other materials associated with your brand are also an important part of delivering a consistent message and building a consistent look. This is known as typography.
There are several elements to think about when it comes to typography. The font and typeface of your text are a big part of the message it puts across, but also the size of the letters, the spacing between letters and between words, and other minor details that can have a big impact on readability.
Choose your typography carefully
Make sure to consider different elements and points of view when you decide on the fonts that you want associated with your brand. This is particularly important for your company’s logo; if you decide a few months down the line that you don’t like the font in your logo, you may need an expensive rebrand.
The fonts you choose, not only for your logo, but also your website and all other branded materials, should reflect the personality of your brand, the characteristics of your company, and the message you want to put across. If you want to communicate that you are a professional and reliable business, then using Comic Sans might not be the best choice. Alternatively, if your brand is aimed at kids and wants to show that it is fun and youthful, fonts such as Times New Roman might not be suitable.
The style of writing is important, but don’t sacrifice the readability of your text just to make it look good. Overly italicized or script fonts can be difficult to read, although they may put across an impression of sophistication and elegance. If this is your goal, look for something that covers the middle ground so that your audience can still understand it. The spacing of your letters and words is also important here. If letters are packed to closely together, it can make it more difficult to read
While font refers to a family of a particular style of lettering, the typeface refers to individual lettering styles within that family. For example, Arial is a font, but within that font you can have lettering that is italic, bold, heavy, light, narrow, etc. Each of these different styles are individual typefaces of the Arial family. Each different typeface offers a different perspective on the font and can be used to tailor the image to your brand.
Serif vs. Sans Serif
You may have seen these words at the end of some fonts but never really known what they meant. These are the two main categories of fonts. Serif refers to the small strokes leading into and out of letters. Sans serif refers to the absence of these strokes. A serif font is generally more traditional and can be easier to read. Sans serif fonts, on the other hand are more modern and fashionable.
Keeping your typography consistent is key to making your brand image recognizable and memorable to your audience. This doesn’t mean you use the same font as your logo on everything you write, but you should have a handful of fonts that you use for different purposes. Take your website as an example; using one font and size for your page headings and another for the main body of the page will help customers to navigate your content easier because these are clearly separated in their mind. Keeping this consistent across your whole website will make the user experience much better.
Bear all of these factors in mind when choosing the font, typeface, and other typographical elements for your branding. Choosing wisely can lead to clearer communication and more recognizable branding for your business.