Businesses wanting to brand themselves may think about any number of ways to do this. You can design a logo or slogan that can be printed on paper, embroidered on fabric, or be included on your product stickers. Even the smallest logo or slogan can contribute to the branding of a business.
Even when taking your labels to be printed professionally, if designing your logo and inkjet labels yourself it is absolutely crucial to choose the right font. This will ensure all of your print materials are easy to read. Not concerning yourself with fonts can ultimately confuse and frustrate your customers, which will do nothing for your company’s credibility.
Many believe that a professional printer can make anything look good. However, the truth is that the style of font you choose is unchangeable, regardless of the printing technology your chosen company may have.
Fonts and Font Families
A font is a group of all the letters in the alphabet that has been designed to have similar characteristics. Also known as a typeface, a font usually contains more than one variation in style, including bold, italic and light.
A package of fonts that include all of its different versions is known as a font family. Fonts with large families offer the most choice for fonts to use in your logos and labels.
Why Fonts are Important
The font or fonts you choose for your logo or should successfully serve two main purposes: put your brand at the forefront of the customer’s mind, and make logos and labels easy to read. But all too often, they end up being the opposite.
Choosing the Right Class of Font
Among the many font classes which currently exist, there are four main types.
Script fonts appear as cursive or calligraphy and are very ornamental in appearance. Their fancy appearance can also make them difficult to read.
Display fonts are often used for headlines and logos. These decorative fonts are used to create a mood as well as to persuade the reader to learn more. They are very useful for flyers and other types of print advertising.
Serif fonts are identifiable by the small ‘feet’ that appear at the ends of their lines. Times New Roman and Garamond are two of many existing serif fonts.
Sans-serif fonts are cleaner and more modern in appearance, and do not have the feet that serif fonts do. Common examples of serif fonts are Arial and Tahoma.
Guidelines for the Creative Use of Fonts
Regardless of your brand, you should choose a font with a ‘personality’ that complements your business. Not only that, but any company should research and choose fonts that will be designated for use in the following common instances.
A Font for Your Logo
This font is not likely to be one that you’d find pre-installed on your computer. Your logo font should have more unique and interesting characteristics, and maybe consist of more than one font.
A Font for Various Types of Text
Also known as the secondary font, this set of fonts will be used for the head and sub-headlines, for text on graphics and any decorative text that may appear on your documents.
A more Legible Font
Called the tertiary font, this optional choice is most often used when the secondary font is discovered to be illegible. It is best used for items like contact information.
A Font for Lengthy Printed Materials
Serif text is best for documents that are lengthy. Serif is usually much easier to read than sans-serif.
A Font for Short Materials
The sans-serif family of fonts is best for shorter documents and reading on screen.
When fonts with similar characteristics are chosen, all of your printed, embroidered and website text will have consistency, which relates directly to the effectiveness of your branding.