Brand Fonts & What You Need To Know About Them
I’m sure many of you know this, but there are A LOT of fonts out there to choose from to use with your brand.
And I mean A LOT😬🙈
Finding a brand font can be a challenge because you may not know where to start your search.
Are you looking for a serif, sans serif, or script? What about something bold or feminine? The list can go on. Or, you could be wondering if you need to purchase a font or if you could find a font to use for free.
Well, I’m here to help you!
What is a Typeface Versus a Font?
Typefaces are font families that share similar aesthetics.
Fonts are groups of characters with set sizes and styles.
Both Arsenal Regular and Raleway Light below are examples of typefaces.
Below is an example of a font. The specific size of this font—in this case Raleway Italic— is 30 point.
You can see these brand fonts in action over on Fresh Look Editorial’s website or learn more about Fresh Look’s design project here!
Types of Font Styles
At the beginning of choosing a font, it’s best to think about the differences between the typefaces. Let’s take a look at the common typefaces.
Serif—a small line or stroke attached to the end of a letter or symbol
Sans serif—typefaces without serifs at the end of the letter stroke
Script—fluid strokes created by handwriting
I recommend looking for fonts that fit within your brand voice. Do you want something playful that could be a script or serif? Or, are you looking for something more modern and edgy that could be a sans serif?
After deciding on a typeface, narrow your selection down to two fonts: a primary font that you can use for headers/paragraphs and an accent font for additional details.
Don’t be afraid to have contrast with your brand typefaces such as bold primary font paired with delicate accents. But, ensure they do complement one other. You can check out this video from Adobe if you want to learn more about font pairing!
Try looking at the font choices of some of your favourite brands. See what they have chosen and then search the sites below to find ones you like.
Here are a few sites I like to look at for finding and purchasing fonts for my brand clients.
NOTE: You most likely will have to purchase a font. While that can be an investment up front, it’s truly worth it to have the licenses to your own fonts.
What You Need to Know About Font Licenses
When thinking about font licenses, first think about how the font will be used. Is it on your website, on marketing materials, or printed on a shirt?
How you plan to use the font will help the choice of which font license you will need to purchase for your business.
There are two categories with font licenses: commercial use and personal use.
Commercial
This license covers the use of a font for business-related work. This includes websites, print materials, social media, and packaging.
Personal
This license covers the use of fonts for non-business related work. This includes your personal social media, not use within your business.
Types of Licenses and How To Use Them
Desktop/End-user License
This is the most common font license for designing a logo. This license covers anything you wish to print or download onto your computer to use in a design software. Be mindful of how many people have this font downloaded within your business and ensure you have enough seats/desks downloaded.
Ex. If you, your VA, and your associate all make marketing for your business, then you need three seats.
You will need to purchase the commercial license once your brand is finished, as you are using it for business activities.
Webfont License
Typically, fonts on websites need to be embedded into the site via code. The font will sit on a server and is given away to each page visitor. You will purchase the font based on projected page views (or based on your website analytics).
Webfont licenses can vary based on how many users visit your site, so be mindful and purchase the correct one.
NOTE: If you plan to pair an app with your website, you will need to purchase an App and ePub License, as the Webfont License does not cover this.
Unlimited Font License
This license type is typically used when large organizations purchase unlimited seats for all the employees within the company to use.
Free Font License
Not all free fonts are as polished as the paid versions. Therefore, they pose the risk of buyer-beware. However, places like Google Fonts have plenty of polished free fonts for your business to use.
NOTE: Not all free fonts are void of licenses. They can still require one depending on personal versus commercial use. It’s best to do some research if you end up looking for free fonts.
Implementing Your Brand Font
Even if you don’t hire a designer to help you with font selections, it’s important to review the previous items to make sure your business is following the correct font licensing. And, once you’ve got your fonts, you can go to town with them! Put those fonts EVERYWHERE. And always be sure to use ONLY THEM!!!
I sometimes hear from people that they get bored with their fonts because they see them in everything. They can get tired of the repetition. But, I want to remind you that you are in your business 100% of the time, while your ideal client isn’t. They need to see your work at a minimum of seven times before they will want to make a purchase decision. If they see you using different fonts (and colours) each time, your inconsistency could leave you worse for ware in their eyes.
Consistency is key, and implementing the same fonts and colours instills brand confidence and authority. So, once you select those fonts, put them into Canva, on your website, in your marketing guides, and on your social media posts. Have fun and show them off!
If you’re needing a brand refresh or custom website design, be sure to come pop into my inbox, and let’s get started building your dream brand!
Now I gotta know, what’s your least favourite font?! I definitely am not a fan of Comic Sans 😂
