Choosing the Right Typeface
Why are designers always talking about typefaces? And why do you need to set a specific typeface for your business? You may just choose whatever came with your website’s theme or something you’ve used in the past but have you thought about what looks best with your branding?
Choosing a specific – or even custom – typeface for your branding can elevate your marketing and give you an edge over your competitors. It’s something that can be overlooked but does have a big impact on your brand’s appearance as a whole.
The important thing is that you choose a typeface that follows three basic rules:
1. It’s Legible
Choosing a fancy script typeface may seem appealing, but will it be legible when it’s scaled down on a business card? Will a fun and kitschy typeface that works with your campaign now still hold up months or even a year from now? It’s always a good idea to think about how it works for you now and how it will hold up over time. The most important thing is that potential clients can read the name of your business. No matter how great it looks, if they have to spend too much time trying to figure out what your business is called, they might just move on.
2. It enhances your branding in a creative way
Even if something seems fun and trendy now, it may not be a good idea to select an element of your brand that hasn’t stood the test of time. However, you don’t want to choose something too boring or over-used. This doesn’t mean that you can’t choose anything handwritten or stylized, but it’s wise to approach those with caution. That’s where we come in. We look at your logo, your website, and any other marketing materials you may already have or want to create and choose the perfect typeface for your specific needs.
3. It works on multiple platforms
Is it something that works both in print and digital? Can you utilize the main typeface in ads, but also on your website? What will you be using it for a majority of the time? If it doesn’t work for both print and digital, it may be a good idea to find an option that’s more versatile. In doing so, you’ll be taking an important step to ensure the continuity of your branding.
How it works
I typically choose one predominant typeface for you to use with your logo for headlines and general use. I strive to choose typefaces that work well in both print and digital platforms, however, if the perfect typeface does not meet that criteria, I could suggest an additional option that still fits your branding and works best for digital or even large quantities of text, like an annual report. This would depend on what your specific needs and usage would be. And, finally, I might give you an option for a more creative typeface to use sparingly – such as a script – if I feel that it works well with all of the others and could enhance your branding.
My goal is to find a typeface that accents your logo, but can also stand alone. Something that’s as unique as you are, but still feels classic. I love it when my clients get as excited as I do about the little things.
