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What is the process for selecting typography in brand design?

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Typography is one of the most important elements of brand design, as it conveys the personality, tone, and message of your brand. However, choosing the right fonts for your brand can be challenging, especially when you have to consider factors such as readability, compatibility, and consistency. In this article, you will learn the process for selecting typography in brand design, and how to use it effectively to communicate your brand identity and values.

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Myrrh Matthews

Head, Marketing & Branding, Andersen Nigeria

1 Understand your brand

Before you start looking for fonts, you need to have a clear understanding of your brand, its target audience, its goals, and its positioning. This will help you narrow down your choices and find fonts that match your brand's attributes and emotions. For example, if your brand is modern, innovative, and tech-savvy, you might want to use a sans serif font that reflects these qualities. If your brand is classic, elegant, and sophisticated, you might prefer a serif font that conveys these traits.

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Myrrh Matthews

Head, Marketing & Branding, Andersen Nigeria
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In my experience, when selecting your typography you can never go wrong when you understand the brand and the message you are trying to send out. Selecting typography in brand design is a critical decision that can significantly impact your brand's identity and communication. The process involves carefully considering several factors to ensure that the chosen typefaces align with your brand's values and resonate with your target audience.

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2 Research and explore fonts

Once you have a clear idea of your brand, you can start researching and exploring fonts that suit your brand's personality and message. You can use online tools, such as Google Fonts, Adobe Fonts, or Font Squirrel, to browse and compare different fonts, or look for inspiration from other brands, websites, or magazines. You can also use typography resources, such as Typewolf, Fonts In Use, or Typographica, to learn more about the history, characteristics, and trends of fonts.

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3 Choose a font hierarchy

A font hierarchy is a system that organizes fonts according to their importance and function in your brand design. It usually consists of three levels: a primary font, a secondary font, and a tertiary font. A primary font is the main font that represents your brand name, logo, or headline. A secondary font is the font that supports your primary font, and is used for subheadings, captions, or quotes. A tertiary font is the font that is used for body text, or any other text that needs to be legible and clear. You can choose to use one font for all three levels, or mix and match different fonts, as long as they complement each other and create contrast and harmony.

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4 Test and refine your fonts

After you have chosen your font hierarchy, you need to test and refine your fonts to make sure they work well in different contexts and platforms. You can use mockups, prototypes, or tools, such as Figma, Sketch, or Adobe XD, to see how your fonts look on different devices, screens, and resolutions. You can also adjust the font size, spacing, alignment, and color to optimize the readability and aesthetics of your fonts. You should also get feedback from your team, clients, or users to see how they perceive and respond to your fonts.

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5 Apply and document your fonts

The final step in the process for selecting typography in brand design is to apply and document your fonts across all your brand assets and touchpoints. You should use your fonts consistently and coherently on your website, social media, marketing materials, packaging, and any other medium that represents your brand. You should also create a brand style guide that specifies the rules and guidelines for using your fonts, such as the font name, size, weight, color, and spacing. This will help you maintain your brand identity and voice, and ensure that your fonts are used correctly and effectively by anyone who works with your brand.

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Myrrh Matthews

Head, Marketing & Branding, Andersen Nigeria
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One time at work over the years, I saw a document going to a client and it had lost the brand guideline due to the number of people that worked on the document and had little knowledge of how important brand identity is. As it was my job, I had to re-work the document to make sure the selected typefaces worked well with my firm's brand's colour palette, imagery, and other visual elements while adhering to the brand guide. Consistency is key to a strong brand identity.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Myrrh Matthews

Head, Marketing & Branding, Andersen Nigeria
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Typography is a powerful element in brand design, and selecting the right typefaces can enhance one's brand's visual identity and communication. It is important to take a deliberate and thoughtful approach to this process to ensure that your typography choices align with your brand's goals and resonate with your audience.

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What is the process for selecting typography in brand design?

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1 Understand your brand

2 Research and explore fonts

3 Choose a font hierarchy

4 Test and refine your fonts

5 Apply and document your fonts

6 Here’s what else to consider

Brand Strategy

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What is the process for selecting typography in brand design?

1

2

3

4

5

6

1 Understand your brand

2 Research and explore fonts

3 Choose a font hierarchy

4 Test and refine your fonts

5 Apply and document your fonts

6 Here’s what else to consider

Brand Strategy

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