How to Use the Correct Typography for Your Brand

“Typography is what language looks like.” –Ellen Lupton, Thinking with Type

Typography plays a key role in a brand’s identity. Your brand’s typography is crucial to your business because it establishes a specific tone, conveys a meaning, and creates a perception. It is the visual voice of the written word. Selecting appropriate fonts for your branding and marketing collateral is a vital aspect of your brand’s long-term success.


Many small to midsize business owners neglect to give proper thoughtfulness to the fonts they use and how they can help the company or organization connect to their audience and their market. Slapping a generic font onto a logomark, or picking a computer’s default font for body copy, is not branding. Doing this can actually hurt a business, and cost more money in the long run. Typography requires a great deal of thought in order for it to actually pay off.

What does your typography choice say about your brand, and are you using it correctly?

Here are 3 solutions to help understand the significance of correct typography for your brand.


Type has its own personality. Your brand has its own personality. The tone sets the mood for how your audience will respond. These components must run parallel within your branding to successfully portray who you are — especially in your logo. Your logo speaks volumes about who you are and what you do long before any meetings or transactions. It’s the first impression. Correct typography usage is like a nice firm handshake and tells a lot about you upon approach – and nobody likes an awkward weak handshake.


Whichever fonts you choose should have creative meaning, reasoning, and purpose. A brand with a creative purpose brings on stronger branding. It all comes down to the overall message you want to convey. It is also a part of your brand’s voice. Typography can have many different voices depending on scale, shape, color, and weight. It evokes a sort of imagery that suggests the meaning of your brand identity through letterforms. “On one hand, type can be very expressive: it can shout or whisper, have a regional accent, be strong or fragile, and be as beautiful as it can be vulgar,” Jim Williams, Type Matters!


Type choices can ultimately make or break how individuals perceive your brand for example – Serif vs. sans-serif. The way the typography is presented and the impression it leaves on your audience has to be treated with close attention and research. Your audience may respond more to your brand using particular fonts over others. Remember, not only must your type selection speak to your brand, but also to your audience.

For example, sans serif fonts are directed towards a cleaner and modern take on a brand while serif fonts tend to lean towards a more sophisticated traditional approach. Each one has its own voice and serves a brand differently. If your typography choices conflict with your brand’s tone or meaning, your audience will have trouble connecting encounters with your brand into one lasting impression.

Selecting the best fit typefaces means picking something that ultimately has a purpose, conveys your message, mixed with the exact mood of your brand.

So, what’s the right kind of type for your brand? First you may have to answer these common questions like: What’s the purpose of your business? Are you a real estate business, restaurant, or a health care provider? Choosing a font that speaks to your brand, conveys your message, and is relatable to what you do, is the font you want to use – and that’s where we come in.

We choose relatable typefaces for each brand we design. A great way to differentiate your brand from competitors is choosing a distinctive and eye-catching typeface that works well with your logo and color scheme.

Need help choosing the right typeface for your brand? Give us a call so we can discuss ways to improve your brand by creating your brand fonts, a brand guide, or if you need a little something different, we also do brand and logo refresh.