There are four main groups of fonts, each distinct and meant to be used for specific purposes. There are Serif, Sans-Serif, Script, and Display fonts.

  • Body Text – Serifs and Sans-Serifs fonts

They are simple, readable fonts meant for paragraphs and are used in books, newspapers, websites, and magazines. Serifs are fonts with “little feet”, or brackets that appear at the end of certain letters. They convey a traditional and serious tone.

Sans-Serifs do not have these brackets, and look a lot more modern and clean. It is up to you which better represents your brand.

  • Attention Grabbing – Script and Display fonts

They are intricate and stylized fonts that are meant to attract your eye, pull you in, and convey emotion that emphasizes the personality of your brand. They are meant to be used sparingly so that they do not overwhelm, such as for logos and headlines.

Script fonts can look cursive or handwritten, and can evoke anything from class, to warmth, to personal, depending on the specific font you choose.

Display fonts are similar, but broader. They can be any font with personality, from a font that looks like a sci-fi computer font, to an Old Western looking font. There are seemingly unlimited display fonts, and finding the perfect font for your brand is absolutely possible.

Fonts play a large role in both communicating emotion and making material organized and easy to read. Knowing the basics of fonts can help you make the correct choices when it comes to branding your company as well as efficiently giving pertinent information about your company.

When it comes to typography, there are many small variables that often get overlooked that play a significant role in your brand’s success. Did you know that there are specific fonts that are great for your website but won’t show up well in print? Or that the font you choose for your logo may need to be edited when transferring it to business cards or your mobile-friendly website?

Understanding these things will help you create a professional logo that accurately represents your company and services/products it offers. Our earlier blog DOES THE COLOR OF YOUR BRAND HELP OR HURT YOUR BUSINESS? explains the psychology of color and emotions it evokes. By choosing the right colors and fonts you can develop a brand that connects with the clients you want.