What should I consider when choosing typography for my brand?

Choosing typefaces that work hard for your brand

One of the most important things to consider is how your font might be perceived and whether it sets the right tone. Is your brand playful and whimsical? Or serious and professional? Do you want to build trust with your users? Does your font convey that your products or services will deliver exactly what the customer is expecting? These are all important things to consider when choosing a typeface.

The importance of accessibility and readability in typography 

It’s also important to consider accessibility when choosing your typeface. Focusing on aesthetics alone risks excluding people from using your site due to accessibility issues. The main considerations when it comes to copy include colour, contrast and size. But you should also think about things like spacing between letters, font weight and how similar letters are and if there could be any confusion when reading.  

Readability 

This links to accessibility and should also be considered when choosing typography. It sounds obvious but it’s counterproductive to choose a typeface that looks incredible if your users simply can’t read it. The common typefaces we see are popular for a reason. For example, the contemporary Roboto has also been widely adopted across the web thanks to its readability.

Consistency is crucial to branding 

Choosing the right typography is one way that you can ensure consistency across all of your marketing touchpoints. This means that, however a user experiences your brand, it is cohesive and instantly recognisable. This creates a familiarity, helping to build customer loyalty and creating more of an impact whenever or wherever they experience your brand.

Whatever typography you settle on, it’s important to always check the licensing requirements. It’s not as glamorous as some of the other elements of typography, but carrying out due diligence before you start will save you a lot of trouble and potential expense in the long run. 

Typography isn’t just about whether or not something looks good. It’s about connecting with your audience by aligning your visual identity and your brand values. Choosing the right typeface can be crucial.