Choosing the font for your brand is similar to the clothes you wear, it gives the first impression of the personality of your brand. The font of your brand is one of the first things people see when they discover your company so they can set the tone of your brand. The marketing team at GCS Malta discuss fonts and choosing the right font in the following article to make your decision easier.

Why is it important to choose the right font?

Choosing the wrong font can change the personality of your brand, thus giving the ring impression about your company. Choosing the right font that compliments your brand is crucial to provide an accurate perception of your company.

Serif vs Sans Serif.

One needs to understand the differences between the fonts before selecting the best one for you. A serif font is a decorative stroke that finishes off the end of a letter’s stem. On the other hand, Sans Serif does not have the decorative stroke.

Serif fonts depict traditional, established and trustworthy notions. They have a history that dates back to the 18th century and is still powerfully used today in traditional mediums. Sans Serif fonts communicate a different message. They embrace modern, approachable and clean notions. Many web designers prefer this style as the clean-cut lines, and sharp edges are clearer to render on a screen.

Serif font and your brand.

Companies favour serif fonts who want to appear more reputable, established and serious. They give people a feeling of elegance, confidence and trustworthy. Such examples of companies who prefer a serif font are law practices, editorials and insurance companies. The four most commonly used serif fonts are Georgia, Times New Roman, Garamond and Baskerville. Finally, serif fonts create a sense of formality and credibility due to their use in print newspapers.

Sans Serif and your brand. 

Companies who want their brands to appear more youthful and relatable tend to use sans serif fonts. These fonts are more casual, informal, friendly and approachable. Companies who are just starting or are in the tech industry favour these fonts as they want to give a sense of cutting edge and more humanistic. The four most popular sans serif fonts are; Helvetica, Open Sans, Proxima Nova and Arial. Finally, companies favour these fonts as they make their company more relatable.

Choose the font that exemplifies your brand.

Both fonts can be effective when used properly, though it’s essential to choose a font that’s right for your brand. Here are a few guidelines to help you make the right choice.

Stir away from too many fonts.

Having too many fonts in your designs will make it look cluttered. A rule-of-thumb to keep in mind in your font selection is to have between one to three different fonts. It will eliminate fonts competing with one another.

Choose fonts that have the right amount of contrast.

Employing multiple fonts for your brand is an effective way to create hierarchy in your designs. However, it is a tricky task to select which fonts work together by showing the right amount of contrast. Our marketing team suggests having two fonts that are similar in letter height or width or by the same designer.

Look at the weights and styles of fonts.

Select a font that has multiple weights and styles, i.e. light, semibold, bold, etc., will make the font versatile in communicating different messages but with one font.

In conclusion, there is no one size fits all concept when it comes to choosing the right font that best describes your brand. The marketing team at GCS Malta are more than happy to assist you in determining your brand concept. Get in touch with one of our GCSeers today on info@gcsmalta.com.