Branding Using Font

Building your company’s Brand Identity has many components to consider including: logo, tagline, colors, and of course font.  A font can reflect your businesses personality, style, and mood.  So what do you want your font to portray about you and your company?

Font or typeface may be serious or light-hearted, traditional or modern, legible or decorative, or any number of other personality traits. The traits of the font that you use in your marketing materials and business communications should reflect and enhance your company’s brand identity. Fonts are usually designed to include several style variations. This can include styles like light, regular, bold, semi-bold, ultra bold, and italic. Some fonts also include “Expert” versions, which are fonts that include fractions and mathematical symbols.

The researchers at Wichita State University have revealed what your favorite font says about you—and when it’s appropriate to use it.

Serif Fonts are rounded and have edges that have extra strokes added to the top and the bottom.  The following are Serif Fonts and what it may be saying about your company.

  • Times New Roman – is your best bet for technical or business documents.  It says you are formal and practical and is good for web sites, spreadsheets, and business documents.
  • Courier New – is masculine, plain and is appropriate for business letters.


Sans Serif Fonts These are the typefaces without the embellishments.

  • Arial – portray stability and authority and is best used for spreadsheets, Web headlines, and PowerPoint presentations.
  • Verdana was described as dull and straightforward.  Best for online tests, math documents, computer programming, spreadsheets and PowerPoint.
  • Comic Sans– The wacky uncle of the font family, subjects described this one as youthful, casual, and passive. Save it for Web graphics, documents aimed at kids, and digital scrap booking. A fun choice for invitations to kids’ parties.

Each piece of marketing material or document created should have a maximum of three or four families of fonts on them. More than that can be confusing and wont make you stand out from the competition.  To read more about what specific fonts say about a company read Font Basics for Branding Your Small Business.