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The right font can say a lot about your brand aesthetic. Choosing a font is like choosing an outfit, it is an intentional choice! The fonts in your branding should reflect the voice, vibe, and vision of your business. Here are three key factors to consider when choosing the perfect fonts for your brand.

UNDERSTANDING

The right font(s) for your brand requires an understanding of your business. Who is your ideal client and what emotion does your brand inspire? Here are a couple of examples:

Client A — Leila is a wellness coach who works with clients individually to develop healthy lifestyles and accomplish goals to establish balance in their busy lives. She uses yoga, meal planning, counseling, and mindfulness practices to create space for her clients to nurture a whole-living experience.

Client B — Mandy is a fitness instructor who coaches men and women toward exercise that engages every aspect of their lifestyle to reach their exercise goals. She specializes as a motivational trainer for individuals needing specific programs for marathons, athletics, and rehabilitation.

Both of these clients are in the wellness industry, both having very different clientele and focus for their business. Leila’s brand fonts might be lighter, approachable, and nurturing. Whereas Mandy’s fonts will lean more toward engaging, energetic, and bold.

FONT TYPES

Finding your perfect match is a treasure hunt through a variety of font collections. There are serif, san serif, display, and script. Each of those categories goes into further detail such as bold, thin, condensed, or expanded! It can be overwhelming… unless you are a font collector, like me! Most of the logos I create include two fonts. So, while finding the perfect font for my clients can be a challenge, I need to ensure that font pairings harmonize well together. Take a look at the font categories below, do you have a favorite?

(links to fonts may contain affiliate links. some fonts are free, others require license purchase)

LICENSING

Another key factor in choosing fonts is licensing. There are many, many free fonts available for your use through programs like Canva, Google Fonts, and Adobe Fonts. While getting something for free is fantastic, you will find that these fonts tend to be overused by the masses. Visit font providers like Creative Market to find unique fonts.

When you find a special font and purchase the license, it narrows the possibility of your fonts being used by other brands. Licensed fonts, tend to include flexibility and additional elements that free fonts can’t always offer.

A FEW MORE NOTES

1. Even if you already have an established brand, it’s good to consider these things when using additional fonts for marketing.

2. I highly suggest you stick with the branding fonts your designer has chosen for you. This keeps your overall aesthetic consistent, creating trust with your customers.

3. When choosing fonts for any graphics, marketing, logo, or advertising it’s really important that you only choose two fonts total (three at the very most!) This will keep your aesthetic clean and readable. Also, make sure those fonts pair together well!

There are many things to consider while choosing a font for your brand identity. If you would like some help with your logo, brand development, or day-to-day use, send me a note.