Font can make or break you: How to pick the right typeface for your brand

Have you ever thought that there are more than 200,000 fonts in the world and every one of them expresses its own identity? That’s why one of the most important skills you can learn as a designer is how to choose a type to communicate correctly with users. Typography can make or break a design with its own beauty and complexity.

Today we will overview the meaning of typography, have a look at its importance for the brand’s design, determine the difference between font and typeface, and go through a 6-step guide on choosing the best font solution for your business.

Alexandra Murha

Operations Coordinator

Ensuring that operations processes in the Agency run smoothly, managing Marketing Associates, and coordinating weekly communication with Clients.

What is typography?


Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. It involves font style, appearance, and structure, which aims to elicit certain emotions and convey specific messages. Good typography will establish a strong visual hierarchy, provide a graphic balance to the website, and set the product’s overall tone, optimizing readability and accessibility.

Why typography is important

Converting text into a design isn’t a simple copywriting task: it requires both strategy and a good eye for visual aesthetics. Designers can spend countless hours just playing with the type.Converting text into a design isn’t a simple copywriting task: it requires both strategy and a good eye for visual aesthetics. Designers can spend countless hours just playing with the type.
Here are 5 reasons why typography is crucial for the success of your brand’s design:
  • Build brand recognition. Create a unique attachment and feeling of familiarity between your brand and consumers through typography to help your brand establish a strong user following and build trust.
  • Connect with the audience. Use eye-catching type and memorable design to grasp user’s attention and help them perceive your unique brand message.
  • Hold the attention of the readers. Make words stand out in design through the impactful method of typography: playing with the elements, increasing the size, changing the color, and altering the font or typeface to contrast with the surrounding elements.
  • Show personality. Express your individual brand voice through typography. The type can be playful, warm, edgy, or even mysterious.
  • Establish mood and tone. Bring out your brand’s values through type without stating explicitly what those values are. Choose the right font and type to convey your brand mission and vision with the right tone.

What is the difference between font and typeface?


Many people often confuse typefaces and fonts, treating them as synonymous. A typeface is a design style which comprises a myriad of characters of varying sizes and weight. Whereas a font is a graphical representation of text characters.

Put simply, a typeface is a family of related fonts, while fonts refer to the weights, widths, and styles that constitute a typeface. Typically, what we refer to as a font is actually a typeface. For example, Times New Roman, Helvetica, and Arial are not actually fonts—they’re typefaces. A font is just a more specific way of defining the kind of text you’re using. It hones in on both size and weight of a typeface.

6 steps to choose the best fonts for your business

Picking the right font is a crucial choice for your business. The layout and appearance of texts significantly affect the brand’s aesthetics, functionality, and readability. What’s more, a suitable font often translates into a higher conversion rate.

Selecting the best font for a website is not easy. Here is a 6 step guide you need to follow to ensure the best fonts for your brand:

  • Know your brand identity. Start off by brainstorming a few words to describe your brand identity. It will help you to move forward with the type of font the most appropriate for your brand.
  • Take note of the brand fonts you admire. Look up brands you like, and notice the impression their lettering styles have on a viewer. Combine one brand’s typeface with the typography of another brand to arrive at a truly unique type.
  • Do a deep research on typography for businesses. Research how letterforms work, learn how to distinguish between different fonts, and understand how different lettering shapes or styles can evoke particular feelings. All of this information will help you arrive at a well-calculated final choice.
  • Make sure that your font is versatile. Choose a font which is consistent across your branding, from out-of-home advertisements to desktop web design, to mobile interfaces.
  • Choose a few fonts to start. Narrow your choices down to three different fonts for your brand and compare how your brand’s text looks in each. Look at them alone, and also side by side.
  • Ask for feedback. Show family and friends some mock-ups of your prospective brand fonts and ask for feedback. Since your branding is meant to target an audience, ask people you trust to be an honest sounding board for your ideas.


Typography is a crucial part of your brand design. It has a huge impact on the success of your branding: building brand recognition, connecting with the audience, holding the attention of the readers, showing personality, and establishing mood and tone of the overall design. To choose the best fonts for your business, make sure you have a clear understanding of the differences between font and typeface, know your brand identity, take note of the brand fonts you admire, and do deep research on typography for businesses. Last but not least, narrow down your to a few fonts, ask your network what they think, and pick a versatile font to unleash your creativity.

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