Similar to the way colors convey different meanings, fonts can carry different connotations. While most designers have a favorite typeface (we certainly do,) there’s a time and place for each one. 

Something as seemingly simple as a typeface can impact the thoughts and feelings of the person viewing it. The study of this impact is known as font psychology. To sum it up, the typefaces we choose, whether it’s for a logo, an advertisement or even a social media graphic, will change the tone and messaging of the design. 

The same can be said while developing a brand. The font choice can greatly impact the effectiveness of the final product. When someone sees a logo, it’s important to immediately spark the right emotions. For example, a quirky fashion company wouldn’t want a serious logo and a bank wouldn’t want something that is extremely playful. In situations like these, there’s a dissonance between the brand’s identity and the visual messaging.

With thousands of fonts to choose from, finding the perfect match can be tricky. We work with typefaces on the daily and have the knowledge to help find the best fit. We use our knowledge to make choices that best match your brand’s personality, and we know how to use typography to create a stronger visual message that matches the words being used. 

Serif Fonts Represent: 

  • Trust 
  • Respect 
  • Authority 
  • Formality 
  • Tradition 
  • Reliability
  • Elegance 
  • Sophistication

Brands These Work Well For: 

Sans Serif Fonts Are:

  • Modern 
  • Efficient 
  • Straight-forward
  • Cutting-edge 
  • Sensible 
  • Honest

Brands These Work Well For: 

Script Fonts Are:

  • Happy
  • Elegant
  • Creative 
  • Classy
  • Sophisticated
  • Feminine 

Brands These Work Well For: 

When your message and tone align with the visual components of your brand, it creates a sense of trust with your intended audience.