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How to choose the right font for your brand


Fonts are an important part of a brand’s identity and can influence how people perceive and react to it. Choosing the right typeface for your brand is not only about finding something that looks good, but also about communicating the brand’s personality, values and message effectively. In this article, we will explore some important factors to consider when choosing fonts for your brand, as well as provide examples of fonts and their use.

1. Understand your brand’s personality

Before choosing a font, it’s important to understand your brand’s personality and tone. Is your brand modern and minimalist or traditional and classic? Is it playful and friendly or serious and professional? By defining your brand’s personality, you can choose a typeface that reflects and reinforces those characteristics.

    Examples of fonts based on brand personality:

    • Modern and minimalist: For example Helvetica, Futura
    • Traditional and classic: For example Times New Roman, Garamond
    • Playful and friendly: For example Comic Sans, Lato
    • Serious and professional: For example Arial, Calibri

    2. Consider readability and usability

    When choosing a font, it is important to consider its readability and usability in different contexts. The font you choose should be easy to read in both large and small sizes and work just as well on screen as it does on printed materials. Choosing a font with different weights and styles can also be useful for creating variety and hierarchy in your design.

    Examples of readable and useful fonts:

    • Roboto: A sans-serif typeface well suited for digital use.
    • Open Sans: Another sans-serif font that is easy to read in both large and small sizes.
    • Verdana: Known for its readability on screen and widely used in web design.

    3. Create a unified brand identity

    To create a consistent brand identity, it’s important to choose one or a few fonts and stick to them consistently across all your communications. By creating guidelines for font usage, you can ensure that your brand is perceived in a consistent and professional manner across all channels.

    Examples of brands with a unified font identity:

    • Apple: Often uses San Francisco for its digital communications and Helvetica for printed materials.
    • Google: Uses Roboto for its digital communication and has created its own typeface, Product Sans, for its brand.
    • Coca-Cola: Uses the classic Spencerian Script font in its logo and communications.

    Test and iterate

    Once you’ve chosen a font, it’s important to test it in different contexts to see how it works in practice. You can also consider making small adjustments or combining multiple fonts to create the desired effect. By testing and iterating, you can fine-tune your brand identity and ensure it communicates your values in the best way possible.

    Examples of font combinations:

    • Roboto (headings) and Open Sans (body)
    • Playfair Display (headings) and Lato (body)
    • Montserrat (headlines) and Merriweather (body text)

    Choosing the right typeface for your brand is an important process that can affect how your brand is perceived by people. By understanding your brand’s personality, considering readability and usability, creating a unified brand identity, and testing and iterating, you can choose a typeface that effectively communicates your values and message to your target audience. Remember that fonts are an important part of your brand identity and should be treated with care and thought.

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