What Does Your Font Say About You?

October 30, 2015


If branding and logos didn’t suit a purpose, then it wouldn’t have such a significant role for businesses, big and small. Your branding represents what you and your company are about, and what you want to convey to your potential consumers. As your business grows, the logo you choose will represent more than a design – it becomes your identity – affecting how you relate to your competition, other industries, and the clients you serve. Since logos can be a combination of words, typefaces, fonts, colors, and images, each of these elements must work together in order to establish your personality. All of these details can have a strong impact on the type of message you are sending…so make sure it’s the right one!

Your Typeface Conveys A Lot

In the design world, fonts and typefaces are a large industry. There’s a good reason for that, as typography is as old as written language itself. With so many years, advances in technology, and even trends that have passed, there are millions of typefaces you can choose from. Nowadays, studies are being done to illustrate what font choices say about those that choose them. You’ve likely noticed that some font trends stay the same – and you would be right. For example, newspapers are published in serifs across the board. That’s because they need to be readable and authoritative qualities associated with these kinds of fonts. Since each font has been deliberately created, they each have a message that resonates about your business and what your customers can expect when they interact with you.

Serifs Versus Sans Serifs

One of the clear differences between fonts is whether it can be considered a serif or a sans serif. The difference lies in the presence of embellishments. Serifs have protruding bits strongly aimed at differentiating letters with extra curls and lines, while sans serifs are clean, without any protruding lines.

Common serif fonts include: Times New Roman, Courier, Cambria, and Georgia.

Common sans serif fonts are: Arial, Verdana, Comic Sans, and Impact.

In many cases, the choice between serifs and sans serifs come down to personal choice and readability. When your logo is concerned, you should consider what will best suit your needs. Do you need something clean and crisp that’s to the point? Do you want to slow down the looker’s eye so they can focus more on your services? Do you need something so unique that no one you know has anything close? Is the writing intended to convey information or be a part of the design? These are the type questions that can help you determine whether you should start with a serif or sans serif font and go from there.

The Role of Font in Branding

Fonts on their own have the power to create brand recognition. The wildly popular example of American Apparel is the perfect illustration. There is nothing special about the company’s branding at all, which is just the popular Helvetica font. However, writing “American Apparel” in another font does not evoke the same trust that the American Apparel brand in Helvetica does. There is an emotional attachment to this kind of typeface. The customer knows exactly what to expect when they enter an American Apparel store, or when they see an advertisement on the street. Fonts, whether commonly used or completely unique, can be a strong link between your logo and who you or your company is as a brand. Don’t let this opportunity go untapped! Consider your font during the logo design process, and how it interacts to tell a story about your brand.

Still Need Convincing? Examine Google’s Redesign

You may be wondering how big of an impact your font actually has on your business. Consider, for example, the recent redesign of the Google logo. On September 1, Google introduced their updated design, aimed at appearing differently on a variety of different screens. Google kept their name and color design the same – what changed was the font used in the logo. Google’s traditional serif font, characterized by small strokes at the end of lines, was replaced with a sans-serif font, typically described as “clean”. This simple change caused designers, branding companies, and marketers to erupt with opinions regarding the change and what it meant for the company. In fact, Google completed this redesign with several things in mind: their role as an evolving company, how their design rendered on numerous devices, and what would resonate with their audience.

While it’s unlikely that your company logo will elicit the impassioned response Google’s redesign did, it still illustrates an important point about logos and design. The font you choose matters. It tells your clients what they should know about you, and when it’s your business on the line, this information matters. Make sure your logo says exactly what you want it to!

Why not give Tailor Brands a try to create your own logo? Give Tailor Brands a try today!