Typeface, more commonly referred to as “font” can be one of the more difficult choices you make regarding your brand. The impression that you make with the typeface, says just as much about your message as the words that you include.

Choosing the right typeface will increase the probability of your message getting through. A great choice is easy to read, translates well and gives an impression of what your business “feels” like. The wrong choice may stop people from reading your message altogether.  

HOW DO I CHOOSE?  With SO many options available, finding the typeface that conveys the right message can seem overwhelming. However, once you answer a few simple questions about your branding, you should be able to narrow down the field considerably.

You can use the following considerations to get started:

What impression do you want to give your potential clients? If you are fresh and modern, you want a font that isn’t overly fussy or complicated, with clean lines and potentially a modern twist. 

How are you going to use this branding? Different fonts translate better to different formats- a font that looks fantastic on your business card, might not translate well to an overhead sign on your bricks and mortar location.

How legible is this typeface? Going back to the application of your branding, if a customer has to stop and look at the wording in order to read the message, you may be losing potential clients. Online, a prospective client will take more time to read than a client in motion on the road or walking past. You have seconds to make an impression, make your message as clear as possible.

Lowercase, Uppercase, or Both? Most often, if your message is short, all caps should be used for impact.  With longer messages, lowercase letters should be used.

How many different styles can I use? 1-2 styles are optimal, and those styles should be similar to keep the overall feeling consistent. When more fonts are used, your end-product can end up looking cluttered and unprofessional.

How can I enhance my message, so that it looks clearer? The use of italics, bold and spacing can impact the readability of your message. Graphic designers are a wealth of knowledge when it comes to visually honing your message and eliminating the clutter.

Even with the thousands of typefaces available, there is a good reason we see the same or similar fonts used time and time again – they work. Still not sure? Call our studio at 905-582-4873 or email us at burloakcustomercare@speedpro.com. 

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