To the death of awkward fonts: part duo is the style

Branding Dispatch

This is two part article. Part 1 is here.

So…. What font style should you pick to make your brand unforgettable? How can you put everything together in a way that you love, and your audience loves you back? Not only that, they understand what you are saying and are so much aligned that in the end, they have no other option than follow you, talk about you and buy what you offer? Like a true love affair?

There are four main font styles, each with a specific “feeling or touch” that will significantly impact the look and feel of your brand. And, guess what, there are tons of options out there, within a touch of a button. You can buy beautiful fonts for a few bucks in places like Creative Market and, gotta love the internet, you also have tons of them for free.

Wondering what exactly is Serif, Sans Serif, and script fonts? Take a look at the options available and then make an informed decision. A triple win for you, your audience, and your brand. Let’s go!

Font Style 1: Serif

 

 The first type of font is Serif. Serif fonts have small flourishes at the end of letters. These flourishes used to be carved into stone and used on all the original typeset books, newspapers, and publications. As a result, they are perceived as traditional, classy, and expensive.

Traditional and classy, or stiff and old-fashioned? Some people think that they’re classic, elegant, and refined. Others believe they’re rigid and old-fashioned. Well, it all depends on the context. Black and white photography is traditional, classy, and sophisticated. It can be seen as either elegant or old-fashioned depending on the context in its use.

Some people perceive cuff links as traditional, while others think they’re stuck in the past. And so it is with some business owners. When you see a man wearing a tie, you may think he’s professional and mature. Or you may think he’s out of touch with modern trends.

The best way is to think about your brand keywords and values and your audience. How would they feel?

Font Style 2: Sans Serif

 

 The second kind of font is Sans Serif fonts. These are a newer addition to typography, and they don’t have flourishes at the end of letters. They’re more modern, clean, friendly, and straightforward.

Depending on how they’re used, they can be seen as either modern and sophisticated or cheap and inexpensive. As Serif fonts, it is better to pick a non-common font. For instance, Times New Roman is the staple of Serif as Helvetica and Arial are for Sans Serifs.

So, you need to run with these types of fonts, pick one less seen.

Font Style 3-Script or handwriting

 

 Here they came, the friendly and approachable kind of fonts, the Handwritten or Script fonts. These are a doozy!!! Unfortunately, if not well created, they become challenging to read. They are fantastic for logos or accent text, but we must ensure legibility, which can be a tricky business.

So, don’t use it in large paragraphs. A “shot sentence” or word is the best. But, when combined with a Serif or a Sans Serif, they are fantastic to birth the perfect, distinctive logo. Classy!

Font Style 4-Decorative

 

And last but not least are in the category of fonts called Decorative or Ornamental fonts. These are fun and distinctive. You are allowed to play with them. BUT, warning: they can also be a tad cheesy or stereotypical. They are usually associated with a culture or time. So, use it with a grain of salt and pepper, as they are fantastic for a distinct look.

As you see, there are so many options you have right away, listen first to your gut and audience, and I am positive you’ll pick the fonts aligned with everything you wish to create.

Although there’s no right or wrong in branding, some things don’t work at all. However, with these simple guidelines and your creativity, everything’s possible. You can make the impossible A-game for your brand with a few tweaks.

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