Introduction
What is a font? There are variations of terms that designers use to describe the letter styles in design. Sometimes there can be confusion due to the use of seemingly “interchangeble” jargon- leaving the client to wonder or ask about what they are referring to as the designer goes over the work in question. Knowing the difference between the terms can help get a better understanding when working with a designer and give insight on considering the best typeface for a brand.
The Terms
Let’s start with the general terms to get a basic foundation of the subject.
The Basics
Typeface- the visual design of the characters.
Montserrat
Font- a specific style of a typeface.
Montserrat Bold
Type- the appearance of the text.
Typography- the process of arranging letters and words in a way that is legible and aesthetically pleasing.
Types of Letter Styles
Serif- a typeface with lines attached to the letters.
Playfair Bold
Slab serif- a typeface with thick (or slab) lines attached to the letters.
Roboto Serif Bold
Sans serif- a typeface without lines attached.
LEXEND BOLD
Script- a typeface with letters that are connected with each other.
Pacifico
Typeface is part of the reflection of your brand.
Various typefaces can reflect the personality of a brand. Here are just a few examples of typefaces that can reflect specific feelings and emotions:
Serif (Classic, timeless)
Georgia Bold
Sans Serif (Modern, clean)
Roboto Bold
Handwritten (Inviting, casual, fun)
Caveat Bold
Calligraphy (Sophisticated, elegant, feminine)
Carattere Bold
Grunge (Rough, dark, masculine)
Cabin Sketch
Funky (Playful, exciting)
Spicy Rice
Rounded (Friendly, approachable, down-to-earth)
Comfortaa Bold
Modern (Sharp, techy)
Audiowide Bold
Antique (Old school, vintage, nostalgic)
UNCIAL ANTIQUA
There are many different styles and variations of typeface to explore that can create the exact image a business is looking to achieve. The possibilities are endless! Having a strong knowledge of a brand and its message, vision, mission, and values can help with the decision while working alongside an experienced graphic designer.
Other considerations.
Readability
Can you read it?
Make sure all text can be read with minimal effort. Avoid too thin or thick weights. Script and calligraphy styles work best for taglines or very short title sentences but not for body text. Also, be careful using these styles for logos as they can be difficult to read depending on the style. Avoid high-contrast scripts.
This is hard to read in paragraph form.
This is also hard to read in paragraph form.
Accessibility
Is it accessible to everyone?
Is the typeface placed over busy patterns/backgrounds or using low-contrast color schemes? Those with color blindness will have difficulty reading certain color combinations. Those with low visibility will struggle to read text over colors that are too similar in contrast. Text over photographs and strong patterns will also lower readability.
This color combination is difficult to read.
This color combination is easier to read.
Usage
How is it being used?
Considering the brand personality when choosing the perfect typeface is important but also make sure the style works for the usage. Typefaces used for logos should be quick and easy to read. Body text should be clear and legible. Typeface for signs and posters should be clear and clean so the user can quickly find the valuable information.
This typeface would be hard to read on a logo, sign, poster, and paragraph due to scale and the amount of time the audience has to view the content. It would take significant effort to read and could cause frustration and aversion for the reader.
Placement
Where is the text being placed?
Because the process of typography is creating aesthetically pleasing and strategic placement of letters and styles, where the text is being placed makes a difference. Use thicker, cleaner typeface over patterns and increase the text size. If placing text over photos, find a clear spot where the letters can be easily read or use a background shape.
This text over this
background is
a challenge to read.
This text over this
background is
easier to read.
Variability
Does it have varied weights or styles?
The use of thick and thin lettering as well as large and small sizing in typography can help establish hierarchy for the reader. Whether the typeface is for a website or a poster design, it should have varied sizes and weights to allow the user to seamlessly read through the information in an organized manner. Large, bold text is read first, then smaller, thinner text. Using typeface with no weight or size changes can overwhelm the reader as nothing stands out and can create frustration. You can mix and match fonts to also create hierarchy and interest ( but no more than 3 fonts should be used as a rule).
Example 1:
Read this first.
No, read this first.
No, really, read this first.
Example 2:
Read this first.
Then this.
Now read this.
Conclusion
The use of typeface has a profound effect on a brand’s message- not only in personality but also in effectiveness to the audience. If a brand is not using a letter style that is accessible, legible, and/or correctly placed, there can be frustration and premature exodus from the website, poster/sign design, or even viewing of a logo. Choosing the right typeface with all the considerations can be overwhelming to the layperson, so partnering with an experience graphic designer is essential. Our knowledgeable graphic designers will work with you to find and use a typeface that matches your brand and keeps accessibility at the forefront. Check out our branding and graphic design page to learn more about how we can help keep your brand in the know:
