How to Choose the Right Fonts for Your Brand
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Font are one of the first things people see when they are introduced to your brand. Typography is a key element of brand identity, allowing your brand to express the correct "vibes" using your words. Choosing the wrong font or using a mixture of different fonts can feel inconsistent and unprofessional to potential consumers, and make your brand identity feel mixed.
Imagine scrolling through a brand’s polished Instagram feed, where the tone is serious and the typography is sleek and professional. Now, picture clicking through to their website only to find a chaotic mix of playful emojis and whimsical handwritten text. This inconsistency can leave your audience feeling confused, even betrayed, as if the brand they were interested in doesn’t actually exist. That’s why maintaining a consistent font style and tone across all platforms is crucial. It ensures that your brand’s mood and message remain cohesive, building trust and familiarity with your audience at every touchpoint.
Choosing Fonts for Your Brand
When details about your brand identity such as font, you need to take into account to whom you are marketing towards. This includes their demographics (younger or older), values (valuing innovation or tradition), and how they consume content (social media, blogs, print media). You also need to clarify your brand messaging, including things like what kind of emotion or call to action you want to invoke in the viewer. It could range from an act of purchasing to simply remembering your brand.
So how can you choose your own brand font? Take into account the kind of audience and brand personality that you want your brand to convey. Here are some example fonts of each class, but keep in mind that there are hundreds more fonts in each category!
Serif Fonts
Serif fonts are great for brands that want to project authority, trustworthiness, and a sense of established expertise. For example, The New York Times uses a serif font to convey credibility and tradition, while luxury brands like Tiffany & Co. use serif typography to evoke sophistication and heritage.
Sans-serif Fonts
Sans-serif fonts are very readable from print to digital mediums, which is why it's often used by tech companies. For example, Google uses its custom sans-serif font, Google Sans, to reflect its clean, user-friendly, and cutting-edge identity.
Script Font
Script fonts mimic calligraphy, allowing your brand to seem artistic and personalized. Script fonts are often used by wedding planners, boutique brands, or high-end fashion labels to evoke fanciness. For example, luxury fashion houses like Dior use them to exude refinement and glamour.
Monospaced Fonts
Monospaced fonts are designed so that every single letter, whether it be uppercase, lowercase, or punctuation, all occupy the same width. Monospaced fonts are great for brands in tech or gaming. For example, tech companies like GitHub and coding platforms often use monospaced fonts to reflect their focus on programming and innovation.
Display Fonts
Display fonts are fonts that are meant to be attention-grabbing, although sometimes at the expense of readability. Display fonts are great for brands that want to stand out and break the rules and appeal to younger, trendy customers. However, don't overdo the display font or else the audience may be visually overwhelmed.
Pro Tips:
- Because headline fonts are the first thing audiences read, it's a good idea to make it eye-catching and thoroughly convey the brand personality. For your brand's body font, it's more important to emphasize readibility over personality, especially for large blocks of text.
- Pair headline and body fonts for harmony. For example: Use an elegant script (Monte Carlo) for headlines with a neutral serif (Garamond) for body text.
- Avoid clashing styles, like pairing a formal serif headline with a whimsical script body font.
Check out the example below, which illustrates the importance of choosing a readable body font.
- This Would Be The Bold Headline
- This is the body text using a clean, sans-serif font that is easy to read. In fact, you read this entire blog post with this font.
- If you chose this font as the body font, it would be difficult to read it for long periods of time since the blockiness makes it difficult to differentiate letters.
Use uBrand to Maintain Font Consistency
When setting up your brand essentials in the uBrand brand creation page, you will be directed to choose your brand font. You can pick from over 1000 preloaded Google Fonts, or upload your own font to the page.
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Save your choices to auto-apply fonts to every branded asset—no manual adjustments needed. It's also recorded in your brand guideline document, consolidating all references for your future branding designs.
Click above to access uBrand's brand profile
With one click, the fonts are also applied to your AI generated contents, such as Instagram story templates and business cards. See below, where the title was automatically set to Poppins Black font and the body text for both items were set to Roboto.
- By setting your brand font in uBrand, it eliminates the possibility of unprofessional mismatched fonts (especially in last minute edits). Everyone on the team can be on the same page, with access to the brand assets and guidelines so that all brand-related outputs can be uniform. These fonts are also auto-optimized for web, print, and mobile. And in the case that you want to update your brand font? Changing your font selection within uBrand in a couple of seconds, and it will update fonts globally, syncing all assets instantly
Test Fonts for Maximum Impact
Once you’ve chosen your fonts, test them for readability and versatility across different mediums:
Readability: Ensure legibility by testing your font in different mediums within uBrand, typing in long paragraphs and small sizes (12-14px). Avoid overly decorative fonts for body text.
Cross-Medium Testing: Check clarity on screens (avoid thin strokes that blur on mobile) and in print (confirm spacing and color consistency).
Scaling: Test readability at tiny sizes (such as icons) and larger formats (such as posters and billboards).
Hierarchy: Organize content with bold headlines, clear subheadings, and readable body text to guide your audience seamlessly through your message.
By testing fonts and refining typography, you ensure your message is clear, engaging, and perfectly aligned with your brand’s identity. And in the case that you're not satisfied with the look, it's simple to head right back into the brand profile and update it in seconds.
Wrap-Up
Great typography follows a simple yet powerful formula: Match Your Style → Apply Consistency → Test Your Fonts.
Start by choosing fonts that reflect your brand’s personality—whether it’s the authority of serifs, the modernity of sans-serifs, or the elegance of scripts. Then, use tools like uBrand to automate consistency, ensuring your fonts remain uniform across every touchpoint. Finally, test your fonts in real-world applications to ensure readability and versatility across screens, print, and large formats.
Remember, the best fonts don’t shout for attention—they quietly amplify your message, building trust and recognition with your audience. By following this formula, you can create a typography system that not only looks great but also strengthens your brand identity at every step.