To the death of awkward fonts: part uno is the bones

BRAND ALCHEMY

This is two part article. Part 2 is here.

I love to talk about font psychology and how to choose the ones that reflect your brand style. We talk a lot about brand color palettes and logos but not enough attention is paid to the underdog: your brand font palette. Perhaps not as sexy as a brand logo or a smashing color palette, which are so yummy, but it’s part of your brand.

Most people don’t even realize how font quality is essential for brand recognition and messaging. Yes, well-designed graphics are fundamental, and brand message is critical. But no good comes from these if people can’t understand who you are and what you sell because the fonts are unreadable.

Notice that all well-branded businesses and leaders use the same font set repeatedly. So, don’t fall into the creative sin of changing your brand fonts whenever you’re putting together a post in Canva or writing a sales page or website. Instead, your brand fonts need to be consistent throughout and always reflect your style.

Not to be obsessive, but details do matter in branding. The right font palette used consistently and efficiently is a subtle but powerful weapon for your business or personal brand. Then, when your audience lands on your website or social profile, they will instantly make the gut decision “should I stay or should I go?”

They can either stay, give you a little of their time, learn more, talk to you, follow you and eventually buy from you. Or they quickly move on. Life is busy, and as they say, we only have 9 seconds (or maybe less) to grab people’s attention. And, with an excellent font design, you can do that, helping your audience focus on what you want and have to offer. And, you really want to serve and help people, isn’t it?

A brand font palette is simple

It is actually straightforward. A font palette is a collection of 3-5 branded fonts used consistently across everything you create for your brand, on the web, social, products, and other materials. What’s included:

 

Logo font

The big F, e.g., the font you use to represent your brand or product name, is a biggy. The most distinctive and unique font you’ll use in your brand still needs to be legible and straightforward.

 

Headline & title font

The fonts used for your headers and titles. It should be different from your logo font, simple, easy to read, and no scripts here, please.

 

Body copy font

The font used in the body copy, in all the text of your posts, website, and other brand collaterals (printed and online). As it makes most of the text, it should be clear and legible. Again stay away from fancy and elaborated fonts that nobody can read, even if they are “oh so pretty!”

 

Button & label font

This font is used for buttons, column headers, and section dividers. And, in here, you can be bold as it is meant to draw attention. But still no fancy pants here. Simple without ornaments is the way to go.

 

Accent font

Play hard and have fun here. This is an accent to create visual interest and show off your personality. The purpose is to call attention or emphasize something.

Now that we know what we need, let’s define the style of the brand font palette. The story continues here.

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