More than just a Font
Sans serif, serif, block, italic, decorative, script, dingbats, basic, fancy, foreign, techno, gothic, bitmap.. are just some of the types of fonts available out in the world of typography. With such an array of fonts to choose from, how does one decide which font is the right font for their company logo or business card design?
Many people often make the mistake of thinking a font is just a font, and opt for typefaces that they like. When in reality, the font of a logo is just as important as the colour used. It can influence how people perceive a company and communicate different emotions.
So let’s go through the most common types of fonts and examine how they influence viewers.
A serif font (such as the all popular Times New Roman) says I’ve been around for sometime, am older and experienced. These fonts are perfect for companies where they want clients to feel secure and to instill trust in them such as businesses dealing with finance or insurance.
A sans-serif font, which is a font without serifs (e.g. Century Gothic), is clean and legible at any size. These fonts are younger and fresher and can be used for companies who want to be seen as current and modern.
Script fonts provoke a feeling of elegance and class. These are often used for wedding invitations or special/formal events targeting an older demographic. Handwritten fonts are a type of script font and are great for portraying a personal touch. A newsletter with a handwritten font says I care and I will pay attention to your needs.
Decorative fonts are fun and great for children and in the corporate realm highlighting messages. They are attention grabbers and are often exciting. Bare in mind, it is best to stay away from decorative fonts in logo design as they are quick to become outdated and unfashionable.
So as you can see, there is much to think about when selecting fonts. Think about your demographic and how you want to be perceived. Remember colours can influence how you feel.. and so can a font!
One last comment - there are many websites that offer free fonts. My preference is dafont.com. Just be aware of the legal licenses of the font before using them for commercial use.
Check out some creative uses of typography - 40 beautiful examples of Typography in Advertising Design and Clever typography in advertising