I’m a self-confessed fonts geek and own more books on font and typeface than is strictly appropriate, so this is something I really am passionate about.
Sarah Hyndman, (another wonderful font aficionado) is also known as Type Tasting https://www.typetasting.com and is a great advocate for the power of font. As a self-professed fonts geek, I have always found this to be the starting point in any branding process. Different fonts say, or indeed ‘taste’, different to your audience. This works on the subliminal layering of graphic meaning, which is a topic for a later discussion, but what you need to know now is why it’s important.
Let’s start with the basics:
- Consistency. Consistency is key when it comes to branding. You want your brand to be easily recognisable, and one way to achieve this is by using the same font across all of your marketing materials. This includes your website, social media profiles, business cards, and any other promotional materials. By using the same font, you create a cohesive look that helps to reinforce your brand identity.
- Legibility. Your font choice can also impact the legibility of your marketing materials. If your font is too small or difficult to read, potential customers may not bother trying to decipher it. This can lead to missed opportunities and lost sales. Choosing a font that is easy to read ensures that your message is clear and accessible to everyone.
- Personality. Now we’re talking. Your font choice can help to convey the personality of your brand. Different fonts have different connotations, and choosing the right one can help to communicate your brand’s values and tone. For example, a bold, sans-serif font may be more appropriate for a modern, edgy brand, while a classic serif font may be better suited for a more traditional, established brand.
- Differentiation. Finally, choosing the right font can help to differentiate your brand from your competitors. By selecting a unique font that stands out, you can create a memorable brand identity that sets you apart from others in your industry. This can help to attract new customers and build brand loyalty over time.
Choosing the right font is an important aspect of branding that should not be overlooked. By selecting a font that is consistent, legible, reflective of your brand’s personality, and unique, you can create a strong brand identity that resonates with your target audience.
So, take the time to choose the right font for your business – it’s an investment that will pay off in the long run. Subtle differences in font, may have larger consequences in the communal physche.
Do you need to add consistency to your brand or review the strength of your typeface choices? Whether it’s consultation or actively creating brand guidelines, we can help. Contact us at Jili Allen Creative.
