You Are Just My TYPE
Hello all! Last year in the Pinch Me Newsletter, we shared some of our favorite fonts. In this post we would like to expand upon that to discuss pairing fonts and how to pick the right one when you are branding your company. Of course your designer, hopefully us, will know which ones to pull once you explain your vision but being a savvy client never hurts. First, we will discuss the basic typeface categories and for what they are most used. We will also discuss how to decide which typeface will suit your business needs.
There are literally thousands, if not millions, of fonts to choose from. These typefaces are categorized by style. So there are hundreds of categories to choose from. I’m sure just the sheer amount of options can seem overwhelming, especially if you aren't sure of what you want. However, Pinch tends to stay in 3 main categories unless we are doing a special project. Those categories are Serif, Sans Serif and Handwritten:
Serif: Any of the short lines stemming from and at an angle to the upper and lower ends of the strokes of a letter (think - The popular font, Times New Roman) Serif Typefaces are more professional. Think corporate branding, you standard book reports, etc. If your company has a more serious undertone, you should start here!
Sans Serif: A letter or typeface with no serifs (think - the other popular font, Helvetica) Sans Serif Typefaces are more relaxed and clean. They are also more versatile.
Handwritten: A typeface thats created by free hand. Personal script. This is our favorite category! Such a free feel and full of personality. This category is still really relaxed but it's more effortless.
Typefaces in these groups can be paired together for creative and fantastic signage, branding and more! See examples to the left. Special typeface categories would include western, futuristic, thriller etc. These should ONLY be used for theme-specific purposes.
The key is to think about you company's dynamics. More specifically, consider your target audience, your competitor's vision and your own vision. That should help narrow down the category needed to attract the right crowd.
Ex. If your product is geared to a younger crowd, using a more "serious" typeface such as serif wouldn't work. You would need a more free-flowing typeface such as a handwritten one.
Picking the right typefaces and fonts are very essential in building your brand and attracting the right clientele. Doing research before meeting with your designer doesn't hurt and will only make you more knowledgable during the whole design process!