Branding is all about creating an image of your company that will be imprinted in consumers’ minds. The brand image of a company targeting an affluent, middle-aged market will differ greatly from that of a start-up business aiming to appeal to a teenage or young adult audience.
One of the ways in which you can define your brand image is by selecting a font to use in your branding. If you were to think of a company off the top of your head, or even venture outside and look at the first corporate logo you see, you’ll form an impression of that company based purely on the typeface that is used.
Let’s take the globally famous Disney font as an example. It’s a font that, even when isolated from the brand that made it famous, evokes an image of playfulness and happiness. Would the Disney logo have been anywhere near as iconic if it was spelt in a business-like Serif font? Likewise, Google updated its logo in 2015 to a Sans Serif font to make it more modern and forward-thinking, like the company itself. Can you picture the Google logo in a scripted font, for instance?
Selecting a font isn’t just about matching it with your intended brand image, though. A font might seem impressive on its own, but could lose its effect when placed alongside other fonts which clash with it. Also, think about where your company logo is most likely to be displayed. A font will appear very differently on a billboard when compared to a smartphone screen (the font will be the same, of course, but its impact will differ significantly).
This infographic from Creative Canary aims to help business, and start-up businesses especially, to find a font that ideally represents their brand and looks right when viewed on any medium.