The Importance of Typography In Branding

Typography to communicate your brand’s strengths and increase your brand’s memorability. Here’s all you need to know about how typeface conveys meaning to your brand.

Crafting the perfect typeface is an important part of brand design. Here’s what you need to know about serif vs. sans serif, how typeface design conveys meaning by adding additional personality to your brand.

Partnering with the right branding agency, you can use typography to not only communicate your brand’s strengths, but also increase your brand’s memorability.

Serif Fonts:

A serif is a small line attached to the end of a stroke in a letter, number or symbol. Serif fonts are often used to illustrate a traditional classic style and can look professional and authoritative. This style of typography creates trust and works well for brands that want to convey a feeling of respectability and tradition.

Popular examples of Serif fonts are:

  • Times New Roman
  • EB Garamond
  • Playfair Display
  • Baskerville
  • Lora
  • Merriweather


Sans Serif Fonts

This style of typography comes from the French word sans meaning “without”. San Serif fonts do not contain any extra strokes in letters, numbers or symbols. This style of typography is commonly used in modern, clean, and minimal design. It works well for brands that want to have a modern cutting edge image.

Popular examples of Sans Serif fonts are:

  • Helvetica
  • Arial
  • Open Sans
  • Roboto
  • Source Sans Pro


Script Fonts

Script fonts are designed to give the look and feel of natural handwriting.This style of typography conveys a personal touch is commonly used in beauty, travel, and luxury brands. Script can be used anywhere that a brand wants to talk to consumers because it enhances a personal feel. Script fonts are elegant and unique.

Popular examples of Sans Serif fonts are:

  • Lucida Script
  • Pacifico
  • Allura
  • Dancing Script
  • Satisfy


Handwritten Fonts

Handwritten fonts are are informal and have an artistic feel. They can incorporate unique letter forms and are far from traditional. They work well for brands that want to present themselves as informal, approachable, artistic or playful. Examples are kids brands, or entertainment brands.

Popular examples of Sans Serif fonts are:

  • Knewave
  • Permanent Marker
  • Patrick Hand
  • Amatic SC
  • Just Another Hand


Decorative Fonts

Decorative fonts are stylized and distinctive with a dramatic feel. They are a diverse style of typography that uses unique shapes, forms, and proportions for a custom look. They work well for brands that want create a memorable impact. Examples are Disney or Lego brands.

Popular examples of Sans Serif fonts are:

  • Fredericka
  • Fredoka One
  • Lobster Two
  • Bangers,


So as you can can see, there are a range of Typography aspects that you need to consider for your brand. Typography impacts your customer experiences. Pick a combination of fonts that match with your brand personality and message. A good point of reference to explore this in your marketing plan!

Your fonts should be a consistent fit with the rest of your branding and take into account your target market. This includes the variation of each font such as sizing, weight (thin, bold) , tracking (distance throughout entire word), leading (how text is spaced vertically in lines) and kerning (distance between each letter).