Your Font – Your Brand

Do you know one design element that can make consumers either love or loathe your brand?

Fonts.

Design is multidimensional, but fonts are capable of provoking visceral reactions that either make or break your project. Do I dare mention two of the most controversial fonts in the known world…Comic Sans and Papyrus? These fonts became the “nails on the chalkboard” for the design community, and the contempt has now spread to most of the general population. In fact, if you want a chuckle, check out the hybrid creation of the two detested fonts by font designer Ben Harman here.

My point is, everyone has an opinion on fonts. And, everyone is a design critic. So with that in mind, when selecting a font for your brand, there are several vital things to keep in mind. View the Infographic below for pitfalls to avoid, and examples of font styles.

To download a full resolution copy of this infographic, click here.

If your brand has the budget, you may want to consider developing a custom font for your brand. Our corporate client, Toyota, collaborated with Monotype to create their new font, Toyota Type. Check out the video Monotype and Toyota produced to launch their new font and brand guidelines.

Source: https://www.toyota.com/brandguidelines/typography/.

Before I end this blog, I want to discuss the art of combining fonts. The reason to do this is simple, it breaks up graphics and blocks of text, creating a pleasant visual flow across the printed page. I can’t stress enough how essential this can be for your brand.

Thank you for reading my article, and don’t forget to check out future blog posts. Next month we’ll discuss brand development. Do you have questions about this article, a horror story of a job gone awry, or a topic you want to learn more about? Comment below and let your voice be heard!

Follow us on Facebook/Instagram/Twitter/ LinkedIn @MarfieldPrint

About the Author: Tiffany Waggoner

Tiffany Waggoner is the Creative Director for Marfield, Inc. In 2003, Tiffany graduated from The University of North Texas with a B.A. in Art, specializing in Digital Media. After a quick moment of panic...wondering what to do with an Arts Degree...she soon found her home and career in Print and never looked back! Ten years ago, Marfield, Inc. took a chance on a young prepress professional and hired Tiffany to run their Prepress Department. During this tenure, Marfield's customers could trust her as their brand identity expert, and she honed her craft as a graphic designer. In 2018 Marfield took another venture and moved Tiffany into the role of Creative Director. In this position, Tiffany has been able to combine her knowledge of content creation, social media, brand identity design, and creative print to engage and educate Marfield's audience on all things print.

Your Font – Your Brand