Choosing your brand's font style

Have you thought about your brand's font style?

Font-style will have a job to do within your brand to help convey the correct emotion. It tasks the same amount of thought as you put into picking your pretty brand colors.


SERIF: Most obvious to determine as one will have little ‘feet’ and varying stroke sizes. Feels more traditional, classic, and high-end.

SAN SERIF: This will have a consistent stroke thickness and no feet. It’s much more simplified and feels more modern, clean, and chic.

SLAB SERIF: This still has the little feet and almost a perfect mix between serif and san-serif (in terms of thickness). It feels more friendly, bold, and creative.

ITALIC: Mostly used to highlight text and a change in ’tone’ when reading. The are slanted and represented to feel like handwriting with slight curves. Serif italics feel welcoming, pleasant and polite when being used (similar to cursive).

OBLIQUE: Similar to italic but much more geometric and modern in shape and often used with sans-serif fonts. All letterform create the same slant and is used to communicate the feeling of speed and urgency (or attention).

LIGHT: These are often very thin overall and not recommended to use for attention-grabbing headings (too delicate). Can be used as paragraph text if conveying a more modern/light overall feel especially if pairing with a bold or high contrast font as a heading.

MEDIUM: Most often used for paragraph text as they are the most readable font weight and least affected when varying in size.

BOLD: These are designed to draw attention and add emphasis to your text. Recommended to be used to highlight an action, can be used in logos, and overall it will feel much more powerful and bold.

HIGH CONTRAST: These vary much more in the actual stroke thickness in each letterform. The higher the contrast the harder it will be to read when decreasing the size, so it’s recommended they should be used as ‘Display’ fonts (fonts used as headings and to call actions). They often feel bold, creative, and unique.

LOW CONTRAST: These are solid and uniform (like most sans-serif) and great to be used for bold headings and depending on weight can be easier to read when used as a smaller size. Note: If you have a bold low contrast font as a small size, it can start to look ‘blocky’ and lose definition, AKA: a very heavy/bold sans serif. These are more neutral, modern, and simplistic.

LOWERCASE: This feels a bit less intimidating and even more playful. This is can be used to add warmth to a brand or website and even feel a bit more informal.

UPPERCASE: In comparison, using all-caps on a word is a stronger and more mature feeling. Not only that, but it stands out more and even feels more classic.

Ok so now that we’ve gone through the different font traits, emotions, and various styles I want to take some time to understand what ‘descriptive’ words align with your brand.

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