Typography is a very important variable to take into account for the brand image. Along with color and composition, The type of font or fonts chosen will be key when it comes to transmitting the values and personality of your business. In what follows, we present some tips that can help you choose the best typeface for your brand.
How to choose the best typography: opt for the simple and timeless
Think that if you create a logo that represents your brand, it must be above passing fads and stand the test of time without losing an iota of effectiveness. We have a clear example in the ibm-logo: since paul rand (for those who do not know it, one of the masters of graphic design) created it in the 70s of the last century, the logo of the technology company has survived the passage of time and is currently an icon, well recognizable and that perfectly represents IBM.
It is not that you set yourself the goal of making your logo an icon, because that category can only be given to you over the years. But you do have to keep in mind that the typeface you choose should be clear and simple, and define your brand. Avoid passing fads and stand out from the rest. Right now the trend in design is lines with vintage touches, but what ensures that in a few years they will continue to be at the forefront?
Unless they fit well with your project, go for more classic and timeless fonts. In the digital environment you have to make a suitable selection.
What typeface is the most suitable: look for a legible one
That is essential. If your logo is not read clearly, it can harm you as a brand. Keep in mind that the typeface you choose should also be designed to be reproduced in different media and sizes and if you opt for a font with too many ornaments, it might not be legible. Remember: less is more, and clarity and simplicity are not at odds with creativity.
It is important to also take into account the space between characters. A typeface with very little space between characters would negatively influence the readability that we have been advising. It is not about using letters with a lot of space between characters, but about Find a balance between full and empty.
How to choose typography: typographic fonts and their connotations
As he explained to us in this interview, «Typography accounts for 90% of the web. Especially to the composition of texts. Typography is a word that refers to the type of letter and the composition you make of the text. You have to think and choose well and if there is a budget, buy your own font to give it personalitythe brand will revolve around typography.
If the client gives me the freedom to choose and make font proposals, I prefer it. I do a lot of didactic exercises where I explain why I choose them. If there is no budget, we choose a Google Font that works well. It has a very wide catalog, more than 800 types. There is a study that says that the fonts we are used to seeing are the ones we read best. If you don’t need to give your project personality, it’s fine to choose one of these fonts, also for menus, footers or paragraphs. But for titles and the logo, choose a typeface that differentiates you.
In addition to the general features on typography, it is worth reviewing some fonts and what they can tell you. The meanings traditionally associated with each type of font can help you in your choice of font.
serif fonts
They are the most traditional typefaces. The Times New Roman, Bodoni or Garamond are examples of serif fonts. They traditionally represent aspects such as tranquility, seriousness, dignity or firmness.
sans serif fonts
With a more modern look, sans serif letters are characterized by not having serifs at their ends, which is why they are also called sans serif fonts. They can represent modernity, sobriety and cleanliness or security. Examples of such sources are Helvetica, Arial or Verdana.
Calligraphic or script fonts
They look like cursive or script fonts. They usually represent elegance and have a human touch, a warm and welcoming appearance.
display fonts
Normally used in large posters, display or exhibition fonts usually give more personality. They are thick, with a lot of visual impact, and some of the best known have been created by the art and technology industry.
monospaced fonts
They are used for tabulated data or for code editors, so that all letters occupy the same width.
The era of variable fonts and responsiveness
In 2016 Google, Apple, Amazon and Microsoft come together and together create variable fonts, a modification of open type to be able to create all these variations such as italic or bold in a single file, without making requests to the server that can slow down the page load. In addition to improving readability, it also improves page load. You can also create custom axes, that’s why you will have seen illustrations and icons animated with css code.
In addition, as Ana Cirujano explained to us “forever you have to make a responsive typography, select a font size for device, which is adapted to your design. Because when you are reading on desktop you read at a greater distance than when you read on mobile. Starting at 18 pixels, choose the sizes that best suit your typography.”
Have you already decided which is the best typeface to lead your brand to success?
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