How typography can enhance your brand

By Claire Jenks
Issue No. 05 The Brand One
June 2017

4 Min Read

Kids on a football pitch at night

One element that needs to be considered when creating and building your brand and its identity is typography. Typography refers to the font/s chosen to communicate your brand and how they are used and incorporated in your logo and marketing material. Typography is a must for every piece of communication that your current and new customers will see. It is an extension of your tone of voice; which is at the heart of your brand personality. This makes it essential to get it right.

When selecting a font to use throughout your branding and your logo, keep in mind the values that you would like to convey. Each font can portray its own personality, and there are many to choose from. When used correctly they can enhance your brand.

Say we're selecting a font for a law firm. Selecting an inappropriate or childlike font would bestow tan unprofessional image on the firm. However, this same font could work perfectly for a nursery or childminder and could convey a friendly and exciting atmosphere. These are fairly basic examples, but the lessons behind them are key. 

The opposite also applies in that a font befitting a lawyer would make a nursery seem over formal when chosen correctly the right typography can reinforce your brand values and create the right association you want your consumers to have with your brand. 

Once consumers have made an association, the typography needs to be consistent across the entire brand and marketing material. Using the same font will make your brand stronger and more recognisable, generating greater awareness of your business and building trust and recognition in your audience.

As I have previously mentioned, there are many different fonts to choose from, but you don’t want to fall into the trap of using too many. Stick to a maximum of two which have been carefully paired. This will send a clear message, something you should always be aiming for. 

Once the font has been chosen, typography also covers how the text is set out and how it guides the consumer through the hierarchy of the information that you present. It allows you to show what content is most important, and point your readers at specific nuggets of information. 

Bad typography can result in the wrong message or information getting across. When it comes to how you communicate with your audience or consumers, confusion is very much the last thing you want to make them feel. Unless you're a politician, of course. 

Typography is a key element to consider throughout the process of branding your business or product. Even the most subtle detail can say a great deal about you or your organisation. 

Think about what your values are and how you want your brand to represent them. It could make or break your business. 

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