BlogWhat Your Font Says About Your Brand

September 4, 2018

There are a lot of factors that go into the making of your brand. Every decision you make will determine the impression your brand makes on customers.

That’s why we’re here to help you make the important decisions regarding your font. Below, you can read all about what font says about your brand. This will help you determine which ones you might want to lean toward when choosing your printed and digital look.

Font and Your Brand

Your brand’s font says everything about your brand. As a general rule of thumb, you shouldn’t include more than three font styles in your brand or in ads surrounding your brand. That’s because more than three can confuse your customers more than anything, and it prevents your brand from having a clear goal or impression. Less is more when it comes to the number of fonts you choose.

Using bolder fonts will make your brand appear to be bolder, which might be the impression you want to give. Bold brands stand out and they tell their audience that the brand has something to say. Companies that focus on empowerment like to use these fonts because they serve as a call-to-action.

Serif VS Sans Serif

The idea behind serif and sans serif fonts is pretty simple. The serif is a little line on the end of letters that makes them more clear to read. It would make sense then that sans serif fonts are those that don’t have the little lines.

While serif fonts make letters easier to read, sans serif fonts are bolder when they’re enlarged. In comparison, serif fonts can be a lot to take in if they’re too large, and sans serif fonts can look very smudged when they’re small because there are no lines to differentiate one letter from the other.

It’s best to use sans serif fonts for large titles. If you’re creating an ad, you might want to use sans serif fonts as as title and serif fonts for smaller descriptions within the ads themselves.

Serif fonts are excellent for detail. When you have small writing making up shapes or adding detail to a marketing ad, you can use serif to ensure that it’s still legible.

Examples of serif texts include the following:

  • Times New Roman
  • Georgia
  • Palatino
  • Garamond

Sans serif texts, on the other hand, include the following:

  • Arial
  • Helvetica
  • Tahoma

The Colour of Your Font

You should also be aware of the impression the colour of your font makes on your brand. Usually, companies prefer to stay with the colour black for blocks, newspapers and other printed materials. That said, you can and should include other colours to emphasise certain words.

If you have the word “strong” placed at some place in your brand, you might consider writing it in the colour red or blue. That’s because red demonstrates passion and strength while blue demonstrates a cool confidence.


In the world of marketing, everything you do says something different about your brand. If you have very bold colours in your ads, it wouldn’t make sense to use calligraphy for your font. That’s why the font you use is so important regarding the message you want to provide.

In short, you should consider using serif fonts if you want more detail and you should consider sans serif fonts if you want to have a font that demands attention and strength.  We can help you pick the right font for your next marketing campaign. For more information on what we can do for you and your business, contact us today.

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