Your typeface is an essential part of your brand identity and voice. So it’s important to get it right. It is vital to consider who you are talking to, the context your typeface will be used in and the message you are trying to convey.
Let’s take a look at some of the terms and explanations behind typefaces and fonts.
Ok, so what is the difference between a typeface and a font? For example if the typeface is Arial, the font could be Arial Regular, Arial Bold or Arial Italic.
Serif typefaces have little extra ‘flicks’ on the ends of each letter and are considered quite traditional – generally used in large bodies of text to attract and hold the reader’s attention.
These typefaces tend to be perceived as stable, mature and practical, best for professional documents, web text, online news and spreadsheets. The connotations associated with serif typefaces are classic, elegant, confident and established. Some of the most well-known and used serif typefaces include; Times New Roman, Rockwell, Georgia and Baskerville.
Sans serif (sans meaning ‘without’) are fonts without the extra bits and are considered to be modern alternatives.
These fonts are nearly always the same thickness throughout the body of each letter. The connotations most associated with sans serif typefaces are modern, friendly, direct, clean and minimal. Some of the most well-known and used sans serif typefaces include Helvetica, Arial, Futura and Franklin Gothic.
Script fonts should only be used for a logo design or sometimes in a title. Paragraphs of script can be very difficult to read.
These fonts are often used in logo designs or short headlines, because when used in a body of text they become too difficult to read.
A bold, heavy-weight font is stand-out and strong; a light-weight font is thin, elegant and soft. Font weights include; regular, bold, light, book, medium and heavy.
An uppercase or all-caps typeface (meaning when all the letters are capitalised) is best used sparingly as the words are harder to read, but can be good for headlines and titles. Lowercase is more casual and friendly.
Overuse of italics, comic fonts, or inconsistent styles and sizes can convey a sense of amateurishness or a poor sense of style – which probably isn’t the message you’re trying to get across.
Have a maximum of two fonts for your logo and a maximum of three to use throughout your branding. Once your font family is created, take care of it and stick with it at all times.
The key to choosing the right typeface is to do your homework first so you can find something that represents your business most appropriately and effectively.
Still need a hand with choosing the right typeface for you? Our in-house team of designers can help. For more information throw us a bone on 01325 486666.