There are many details involved when building a brand. Surprisingly, choosing the right font is a great opportunity for your brand to differentiate itself from its competitors.
The right font is more than just a typeface. Some styles are easier to read while others capture and engage the audience from the onset. The aim when building a brand is to create a coherent image which is often referred to as a logo. This starts with the font chosen to represent the business. The last thing you want is to lose a potential customer because of a hard-to-read website or a logo that sends a confusing message.
Carefully define your brand identity
Identify the message your brand stands for. If you have a mission statement, consult it when considering the following steps. First, take a look at the services you are providing or the products you offer. Now, consider what you want your particular target audience to feel when they read your website or see your logo. You may be going for a strictly professional image, so the font should be professional, crisp and clear. On the other hand, if you are a child-centered, or otherwise playful brand, the typeface you use should be looser and more fun.
Go over all your options
There are numerous fonts available. You may be surprised to see all the options, but if you are a start-up organization, food centered, or artistic brand, then it is a good idea to go over all the options. Whimsical fonts can be just what you are looking for. Tech companies should look for sleek fonts in general, while a florist can get away with a flourishes.
The traditional typefaces are ideal to use when you are building a brand that revolves around a finances or tax services. These may not be one of the new fonts on the market, but they will give off a feeling that your brand can be trusted.
Double check legibility
Before deciding upon a particular font, check it’s legibility at various sizes. If a font is hard to decipher when printed on a pen, read on a smartphone, or blown up on a billboard, then it is not your best choice. This is a critical step prior to printing your marketing collateral.