![]() They’re always a good choice for long-form texts, such as books, documents, or fine print. Serif fonts are classy and high-end but are also associated with tradition, history, and heritage. A “serif” is the small decorative flick at the end of a letter stroke. They have been used for hundreds of years and originated from the Latin alphabet with inscriptional lettering (words carved into stone in Roman antiquity). Serif typefaces are the oldest and most classic fonts out there. To help you understand what sort of type you should be using in your brand, here are the different styles of typefaces available and what they are naturally associated with. Simply put, if your brand identity stands for one thing but doesn’t support that claim through your messaging then your audience has no reason to believe it really does. This is the last opinion you want a customer to have about your business. Thirdly, if your type and messaging don’t support the values your brand stands for, it makes it look unreliable and untrustworthy. And the shorter their attention span – the less likely they are to be interested in your brand. Think of it this way, the longer it takes the viewer to digest the message, the shorter their attention span will get. If your messaging requires the viewer to put extra effort into reading and understanding it – the chances are your viewers will think it’s too much hassle to interact with your brand and think of it as more of a waste of time. Resulting in a confused and uninterested audience. Secondly, it can make your message hard to understand and read. And will make your customers think that your product will be just as tacky, even if that isn’t true. If your typography looks tacky it can give your customers a reason not to trust your brand, seeing the design of your brand will reflect on the products and services you offer. Unless that’s the brand style you are going for, you really don’t want this when choosing fonts. Well, first off choosing the wrong type can make your branding look unappealing, unprofessional, and just generally tacky. How can choosing the wrong font damage your brand? Other reasons can include the lack of resources, licensing restrictions, or the typeface already being used by a different company. If they aren’t set up correctly, even the best typeface can become confusing and unappealing. They all play a crucial role in making the typeface clean and easy to read. This means that they often have certain defects or they lack in certain areas letter detail, consistency, layout, height & width, kerning. The drawback is most of these fonts (not all) aren’t made by experienced designers. There are plenty of websites with free fonts you can choose from, the likes of fontsquirrel, 1001 fonts or dafont, which have huge databases to choose from. A good professional typeface and its licensing can get very expensive – smaller businesses can’t afford such costs.Īnother popular reason is looking in the wrong places. However, it can be very hard to find the holy grail due to many reasons, not just laziness. If you find a typeface that positively answers all these points then you have found yourself the holy grail. Will the type work with the amount of content I have?.Is the type clear enough for people to read?.Is it the right type for my brand’s target audience?.Does the type align with my brand values?.Does the type fit in with my brand visuals?.With this being said, a lot of points should be considered when choosing a typeface. Nowadays, with thousands of variations of typefaces, it’s never been as difficult choosing a font for your brand – that would suit your message perfectly. You might not even realise it, but subconsciously, different typefaces trigger different emotions in your mind and send different messages across. No matter how good your brand visuals are, using the wrong form of type on them can really bring their effectiveness down and degrade your brand. It should never be overlooked or dismissed. Brand typography is one of the most important parts of your brand identity.
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