Is Your Font Even Important?
What are the most important things to think about when creating a brand? The name? The logo? The font? All correct, however, we’re going to be focusing on the latter today.
If you’re not in the design industry, you may be wondering why choosing the right font is one of the most important things you do when establishing your brand, and understandably so. Fonts seem like such a minor detail, but they add value to your brand. In fact, choosing the right font and size for your brand is vital when attracting your target audience.
Inadvertently, the font tells you a lot about a brand. What message are you trying to get across? Are you a more corporate straight down the line brand? Or do you have a fun, happy-go-lucky brand? Think Ariel, for example, this is a standard font; you see it everywhere, some would say it’s overused, but despite the font’s bad reputation with designers, it’s usually the go-to font for important documents and emails. This is because it’s easy to read and looks professional.
Whereas our own font, Gibson, is a Geometric Sans font, meaning it’s constructed using straight, monolinear lines and circular or square shapes. It’s still easy to read and professional but has more personality than standard fonts such as Ariel.
At the end of the day, fonts are subjective and everyone has their own preferences, but 2 things to keep in mind when choosing your font are:
- Does it fit the tone of voice of my brand?
- Is it easy to read?
We asked our designer, Adam, about his thought process when choosing a font for a brand. In a nutshell, Adam begins by thinking about what the font can bring to the brand, is it a modern brand or a traditional brand?
Take our client, Este Couture, for example. Este is a modern brand that sells traditional products. So when Adam was choosing their new font, he ended up with 4 different fonts which complimented each other, and at the same time brought elements of both the traditional and modern side of the Este brand. He decided to go with 2 serif fonts and a sans serif font. Serif fonts look and feel traditional, which fit in perfectly for Este. To compliment this, we chose a sans serif font which gives off a much more modern feeling. For the logo, we chose another serif font with a slight curve for an eastern inspired feel which contrasted with the typical fashion brand font, which tends to be very straight.
He took a different approach with our client Eatons Solicitors. The Eatons logo is in the style of a signature, which evokes the feeling of a wholesome family company. A family run business provokes the notion of safety, making clients feel more at ease with them.
The font Adam chose for the main bodies of text was a modern Helvetica font. This font is smart, simple and encompasses both the business and what they stand for.
Our MD, Surinder, talked us through the process for choosing our own Cefar logo, explaining to us that before the current logo, we had a chunkier font – but she wanted more personality.
She took a strategic approach when choosing the right logo for her brand by researching historical logos, brands that had maintained the same logo for years upon years and other brand’s logos, as well as the behaviours behind colours and the different meanings of colours for different people and cultures.
When Surinder had an idea of what she wanted, she brought someone in to draw up different ideas and after the extensive process of narrowing down all the sketches, she chose one, adapted it, and set it live.
With how fast the digital world evolves, it’s important to remember that brands must evolve too. Styles change, and your branding should too! Even the most minor tweaks can keep your brand up-to-date and improve how people see your brand! Big brands such as Google, IKEA and Microsoft Windows have updated their logos several times since they established themselves, keeping in-tune with trend and style changes.
A font is a lot more than just writing. It reflects professionalism, gains the trust of clients and customers, defines the importance of content, and creates and builds recognition.