How Important Can My Brand’s Fonts Really Be?

Each type of font serves a unique design purpose, and once you know how to wield them, you can make informed decisions for your brand. So let’s break down the basic principles of font design and selection today, shall we?!

As a designer, I spend more time than I’d like to admit studying fonts. Why? 

>> Because typography (or the aesthetic arrangement of text) creates a visual hierarchy that conveys crucial information about your brand from the moment someone sees it. <<

Understanding Font Categories

Serif fonts feature small lines, or serifs, at the ends of letters. This suggests tradition, professionalism, and sophistication. Serif fonts are often used in print; Times New Roman is probably the most common example!

Sans-serif fonts, or those lacking these small lines, present as modern, minimalist, and more straight-forward. They are favored in digital and web contexts. 

Script fonts resemble handwriting, offering a decorative flair.

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