A guide to fonts and how to use them like a pro!
Fonts, typefaces, lettering: no matter what you call it there are a bajillion different options to choose from and they can dramatically make a difference to your visual brand identity.
When it comes to fonts you want to look beyond your computer’s pre-installed fonts. This will open up a whole new box of choices that will “speak” to the personality and style of your business and can be one of the most fun and slightly addictive parts of the design process!
So, let’s dive into the major groups of typefaces.
Serif
Serif fonts are known to add a touch of elegance and traditionalism to a design. The serifs are the “notches” at the end of each letter. Serifs can give your brand a classic look, but when combined with modern colors and styling they can also look very contemporary.
Semi Serif
Just like it sounds, a semi serif font has less pronounced serifs that lend to a less formal look. This style is perfect for a forward-thinking, professional services firm.
Ball End Serif
This style font adds a touch of friendliness and approachability. Depending on the color this style can be seen as ultra-feminine. If the style is what you’re after but are afraid of it being too girly pair it with a strong color.
Slab Serif
Big and bold. Slab serifs are much like the traditional serif typeface but with a weightier, sometimes stretched look. They can give a company a strong presence and they pair well with sans serif.
Sans Serif
These fonts are by their very nature modern and contemporary! They are clean, sleek, and forward-thinking in style and will give your brand the same feel.
Script
Script fonts bring so much personality and character to your brand. They range in style from retro to modern calligraphy and can fit any business. Pro tip: use sparingly for the most impact.
Handwriting
Handwriting fonts literally infuse personality into your brand, choose one that speaks to you. Each has a different feel: some burst with life and creativity, while others are spiky and sharp, while others are open and welcoming.
Hand Lettering
Nothing is more personal and unique than your own handwriting! There are many apps and online resources that help you convert your writing into a typeface or you can simply import some handwritten phrases into Illustrator and use the Live Trace tool to convert it into a vector file.
Display
This style of font is intended for use at large sizes for headings. Display fonts will often have more eccentric designs than the simple and can sacrifice a bit of legibility in favor of more distinctive or expressive details. Pro tip: use these with caution, these fonts are typically not the best choice for body copy. Use this style sparingly for the biggest effect.
Fonts to avoid!
Yep, I said it. AVOID! There are some fonts that have been over-used, misused, and are avoided by professional designers just because of plain ole snobbery. Comic Sans, Arial, Verdana, Times New Roman, Trebuchet, and Papyrus are at the top of the list. There are so many fonts available that will add character, style, and personality to your logo, brand, and website that you won’t feel pressed when avoiding these listed fonts.
So how can you use these fonts like a pro? Choosing a great set of fonts will take you a long way but how you use the type also matters! If you’re serious about creating a dynamic and stylish brand identity then it’s worth learning some typography tricks that professional designers use.
Leading | spacing in-between the lines of text. Adding more space creates a feeling of lightness and makes it easier to read body copy. Too little space makes your text look dense and overwhelms your reader. Play around to find the sweet spot.
If you use Canva this will be under “spacing” and will be called “line-height”.
Point Size | This refers to the size of your font and you can make a statement by going a little smaller or bigger than you naturally would.
Pro tip: use around 9-11pt text for body copy and around 14pt for the web!
Kerning | The space in between the letters and can also be known as tracking or letterspacing. Add some kerning to create elegance or impact to your design. This is perfect to use for the tagline of your logo (what is used to describe your business if the name of your business doesn’t make it clear, or to communicate what makes your business unique).
If you use Canva this will be under “spacing” and will be called “letter”.
Weight | Some fonts come in a variety of weights such as light, ultralight, or bold. Pro tip: where possible, avoid using regular and play around with light or bold to give a more stylish and unique finish.
Contrast | Contrast is KEY!!! As a professional designer I used this to make things easier to read and more beautiful. An example would be using a light font with an ultra-bold font than regular with bold or a condensed font with an italic or large font (hello Slab Serif) with a small (Sans Serif) font.
Hierarchy | Focus on what matters most. This is especially important for things such as a website or blog. Hierarchy helps people find key information and this is SO important when it comes to directing your readers or potential customers along. Pro tip: ask yourself “what do people need to know first, second, and third” and then arrange and size your information to fit that!
There you have it! Practice using some of these tips paired with some professional, unique fonts and you will feel like a pro creating DIY design pieces for your business. Happy designing!
