Using fonts to extend your identity
Fonts are an integral part of your identity. Selecting the right typefaces goes beyond the font or fonts used in your logo.
Where to Start
Consider where text is to ge used. Adverttising? Brochures? Posters? Signage? Website? A combination? You’ll need fonts that work in all your media.
Web vs. Print
Is your business primarily web-based with little print visibility? Choose fonts that are html friendly like Arial, Helvetica, or Times Roman.
If your marketing will be primarily in print, your font options are considerably wider. An equal mix of web and print? Some companies have two sets of fonts – one for the web and one for print.
How much is too much?
Too many different fonts distract from your message. While it’s possible to create strong designs with a multitude of fonts, it generally takes an especially gifted designer to do it well. Limit yourself to 2 font families – one for the bulk of your text, and one for headlines, subheads and pops.
A font family is all the styles of a particular font. For example, Helvetica Regular, Helvetica Bold, Helvetica Oblique, Helvetica Bold Oblique, etc. You might even limit yourself to a single font if it has a particularly extensive family.
Coordinate with your logo, but don’t get too matchy-matchy. For example, if your logo uses Frutiger Ultra Bold, consider Frutiger Regular for your text. Alternately, contrast your text font to your logo (or headline) font. Use a serif font for text and a sans serif font for your headline, or vice versa.Written by Melissa Shimmin
Melissa Shimmin is an award-winning designer who has been helping companies both big and small create, evolve and strengthen their identities, branding and marketing collateral for more than 15 years. And yet, Melissa is more than just a designer: she takes a big picture perspective, combining marketing strategy and copywriting with design to create stronger, more impactful branding and identity for the companies she partners with. Check out her work at Shimmin Design.