Typography is the term used to describe the font (or typeface) used in your branding materials. It’s important to pick logo and brand fonts carefully. Typography is classified into four broad categories:
- Serif sans
Serif fonts (for example, Times New Roman or Garamond) have an anchor (or, to others, small feet) at the end of each letter. This conventional typography is ideal if you want your brand to look trustworthy, traditional, and somewhat retro.
If “serif” refers to the foot, “sans serif” refers to the absence of the foot. Sans serif fonts (such as Helvetica or Franklin Gothic) have flat edges and lack the anchor or “heads” that serif fonts have. Sans serif fonts lend brands a more elegant, streamlined appearance.
Script typography is designed to resemble cursive handwriting (so much for those cursive lessons in grade school!). These fonts (such as Allura or Pacifico) can be an excellent way to give the brand a luxurious or feminine feel.
Display fonts are in a class by themselves. Each show font has a distinct characteristic, whether it’s an irregular letter form, outlines, shadowing, or a more artistic/hand-drawn edge (think Metallica’s lightning bolt font). Want to make a bold declaration and create a brand name that will endure? A view font is an excellent way to do this.
The typography you chose will communicate a great deal about your brand, so make wise font selections.
Your logo design serves as the foundation for the brand identity. When working with your artist, you should strive to ensure that your logo checks the following boxes:
- Clearly expresses who you are as a brand and what you value;
- Is aesthetically pleasing: keeping things plain, tidy, and uncluttered goes a long way;
- Is timeless, not trendy: the last thing you want is for your logo to become dated after six months.
- Adheres to the industry’s standards—and if you deviate, do so purposefully;
- Leaves an indelible effect on the viewers.
Additionally, you want to ensure that your branding partner produces the logo in a variety of formats (such as a black and white edition or different sizes) to ensure that you still have the logo you need—and that each version is consistent with your brand identity.