Font Facts: The Creative and Practical Importance of Brand Identity

Fonts shape the image of your brand. You realize just how important they can be in some forms of advertising, but you might not be fully aware of just how important they are in others. Some companies make extensive use of fonts and special characters. These companies know just how important a puzzle piece they are to the company-customer relationship.

Font Style

Choose a font style that’s easy to read – that’s the primary concern with fonts. But just because it’s the primary concern doesn’t mean it’s the only concern. You also want a font that’s beautiful. In fact, it might be helpful to have a small collection of typefaces, font weights, and styles that you can use throughout your marketing and branding materials.

Consider one type of font for both print and web use, specify headlines, subheads, and body copy with another font. Remember, you don’t have to use the same font for both headlines and body copy. In some cases, the contrast will help create the proper flow for your content.

Font Color

If you’re creating custom vehicle magnets, font color becomes very important, because you want your advertising message to be seen. But in most cases, for both print and web, you want the font color to be something that’s fairly easy on the eyes. A high contrast between the font color and the background color would be idea.
That doesn’t mean that you have to stick to the default black text on a white background, but it does mean you should strive for simplicity (i.e. dark gray on white, black on white, black on yellow, etc.).

At the end of the day, your font color will also tell web users and potential customers about your professionalism. Companies that don’t pick one or two font colors and stick with them tend to look less professional than companies that have a very clearly defined color scheme.

For example, let’s say your company’s logo uses just three colors: green, blue, and white. I would make sense to incorporate these into your website’s font colors. For example, maybe links on your site are colored green or blue. Perhaps you use one of the colors as your default subhead color.

What you don’t want to do is use a variety of colors for the sake of variety. To continue the example, you would not want to use blue, green, and white as your brand colors only to end up using pink, purple, orange, blue, black, red, and green font colors throughout your web page and ad copy.

Special Characters and Textual Treatments

Don’t forget about special characters and textual treatments. For example, let’s say you use a lot of bullet points. It would be best to use just one style of bullet point throughout your entire website or branding materials. Sticking with just one style of bullet will create focus and purpose in your font.

The same goes for highlighting special text like headlines. Choose a special font type and color for these types of elements and use them consistently. It helps to develop your company’s “voice” and will go a long way towards solidifying your brand image.