Much like constructing a dream home or planning a wedding, the design options for building your personal brand might seem endless. From your over-arching website “look & feel” to branded logos, you’re making constant decisions for the big stuff down to every little nut and bolt, including the font you choose.
So what does your font say about your brand persona and how do you know you’ve made the right choice? Believe it or not, your typography is key in connecting with your customers, so let’s take a quick sec to make sure your font is accurately showing off your best brand personality!
Picture a famous brand that everyone knows – say, McDonald’s. Now picture those bright yellow golden arches. I don’t know about you, but I picture several hot delicious golden french fries connecting to welcome me through their fabulous and tasty arches and into the front door – and I don’t even care for fast food! Now I’d call that an effective choice! This typeface has a distinct personality which customers find relatable, which ultimately gets them coming back for more.
Now, take the following sentence and commit it to your brain: All typefaces have a personality. So, choose one that effectively reflects the mood and feelings you want to convey! For example: Script is flowy and elegant and upscale and suggests a certain gold standard that the brand reflects. Whereas, Comic Sans might suggest something light-hearted, funny, jokey or even slapstick to draw your attention.
Whatever the case may be for you, you’ll be thrilled to know that the future of fonts is evolving quickly. Apple, Microsoft, Adobe and Google have signed off on a major new standard which will revolutionize digital typography with something called “variable fonts.” This is essentially a method that enables single fonts to behave like multiple fonts, streamlining design, compressing space and ultimately allowing a single font to have limitless flexibility. Sound too good to be true? Maybe, but unfortunately for us, there is still a lot of red-tape to get through before this seemingly magical method becomes a reality.
But don’t let this stand in your way of picking the font that’s right for you – your brand’s face lives in the right typeface that’s ripe for the picking – so get on out there and choose a good one!