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What Are Your Fonts Saying?

We’ve talked before about finding and conveying a specific voice for your company. It’s important that a company’s voice is portrayed consistently through choices of tone, images, and color. This helps to establish a memorable and relatable brand that clients can connect with and relate to. One often-overlooked aspect of visual branding is font styles.

There’s an overwhelming number of choices in font styles these days, which leads many companies to pick fonts haphazardly. However, font styles, just like color, convey specific moods and have certain psychological impacts on an audience. It’s important that you choose a few specific fonts that accurately portray the personality and spirit of your brand, and choose those fonts consistently across all business publications such as logos, advertisements, social media posts, and newsletters. Here’s an overview of common font styles and the hidden meanings they portray. We will list each “family” of font style, along with a few examples.

Serif (Times New Roman, Garamond, Georgia)

The traditional fonts of newspapers and academia, serif fonts are classic choices that convey reliability, formality, and sophistication. Serif fonts are a great choice for businesses that want to be seen as traditional, matter-of-fact, and trustworthy. Serif portrays a serious personality perfect for companies that want to emphasize their status as an expert in their industry.

Sans Serif (Helvetica, Verdana, Futura, Calibri)

Still easy to read with a classic, simple feel like Serif, Sans Serif fonts have a slightly more fun, modern twist. They are seen as clean, modern, and design-forward. These are great font choices for logos and titles, especially for contemporary brands with a reliable but light-hearted voice.

Script (Edwardian, Isabella, Small Roundhand)

Script fonts are in the cursive style; therefore, they convey a great amount of personality, but can also present difficulties in visibility and readability. There are some beautiful choices in this family, just be certain that the fonts are arranged in such a way to be easily legible. Some ways of achieving this are by making sure the fonts are large, centered, and in a bold color that stands out from the background. Script fonts should be used sparingly, for emphasis. Pair them with simpler fonts when a large amount of text needs to be used. Most script fonts send a message of formality, sophistication, and elegance. Some are also very light and whimsical.

Slab Serif (Clarendon, Copse, Josefin)

Slab Serif fonts are the trendiest, boldest choices. They portray a strong, friendly, approachable personality that is down-to-earth and likable. Slab Serif is a great choice of font style for brands that want to be seen as cutting-edge and youthful. Because it stands out, Slab Serif works well for logos and titles. Consider pairing it with Sans Serif for a balance between tradition and fun.

For visual examples, check here.

Kati Crump
Kati is a content writer for Visibly Connected. She enjoys creating a unique voice and personality for each business that she represents, and establishing effective communication between that business and its customers.
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