Typography: The Unsung Hero of Brand Identity

Typography is often overlooked in brand discussions, yet it profoundly influences how your brand is perceived. The fonts you choose communicate as much as the words they form.

Serif fonts like Times New Roman or Garamond suggest tradition, reliability, and sophistication—common in law firms, newspapers, and luxury brands. Sans-serif fonts like Helvetica or Futura feel modern, clean, and approachable—popular in technology and contemporary brands.

Beyond classification, individual typefaces have distinct personalities. A geometric sans-serif feels different from a humanist one. A slab serif communicates differently than a didone. Understanding these nuances helps you select typography that reinforces your brand message.

Consistency is crucial. Limit your brand to two or three typefaces maximum, with clear guidelines for when to use each. Consider how your typography performs across different sizes and media—what works in headlines may not work in body text or on mobile screens.