May 8, 2019

LogoType: How to pick the right font for your branding

Learn how the different font styles inform people’s perception of your brand and how you can use fonts to communicate your brand’s personality.

Andy Cogdon
Andy Cogdon

One of the most important parts of your branding toolkits are the fonts you use. Different typefaces have different meanings to our subconscious and affect the perception of your brand, so picking the right font is crucial to helping your audience understand who you are.

There are 3 basic categories of fonts; Serif / Sans Serif /Script. Below we will evaluate each of these font categories to help you identify the right typefaces for your brand. 

1. Serif

Serif - Font Didot

Serifs are the small lines or flicks on the corners and ends of each character. Serif typefaces are often used in book print as they help the reader to identify each letter on the page, and as a result make words quicker and easier to read. But aside from the legibility aspect of serif typefaces, from a branding perspective, we are more interested in the characteristics of serif typefaces and what they communicate about your brand.


  • Traditional
  • Trusted
  • Knowledgeable
  • Heritage

If your brand has a connection with the past, wants to be recognised as a trusted and credible source, a voice of experience and knowledge; a serif typeface helps you tell that story.

Example Typefaces:

  • Garamond
  • Times
  • Bodoni
  • Minion

2. Sans Serif

If you know your French, you’ll know ’sans’ means without, in other words ‘without serif’. Sometimes referred to as Gothic, San Serif typefaces make up the bulk of modern typefaces and there is plenty of variety. Whilst considered slightly more difficult to read in print, the opposite is true in digital where it’s easier to read on screen.


  • Modern
  • Contemporary
  • Simple
  • Practical
  • Versatile

If you’re trying to communicate your brand is a modern, forward thinking company, and in touch with the digital world, a San Serif typeface is the way to go.

Example Typefaces

  • Helvetica (Arial)
  • Futura
  • Gill Sans
  • Din
  • Source Sans Pro

3. Script

In recent years there has been an explosion of well made script fonts available which simulate handwriting or modern calligraphy. Handwritten fonts are able to carry a vast array of style and chacter, from luxury scripts to graffiti grunge.Rarely would you want to use a handwritten font for body copy, but as a logo or headline copy, these fonts are able to convey personality and feelings in a way standard fonts can’t.


  • Conversational
  • Handmade
  • Human
  • Authentic

If you’re business is people centred, built on relationships or hand craft, add a script font into the mix to help communicate this vital aspect of your brand.


  • Pacifico
  • WC Mano Negra
  • Selima
  • SuomiHand


Whether using one typeface or a mix, selecting the right font is an important decision. Consider the desired characteristics of your brand and the impression you want to make, and find a font which matches those attributes.

Andy Cogdon
Andy Cogdon

Branding Consultant, Strategist and Designer