Lesson 1: Fonts and your brand
Step 1: Introduce typography
Typography applies to the appearance and arrangement of type. Choosing fonts can be crucial for a brand as it's important to remember that fonts are part of the brand voice.
Think back to older PC models, as I am sure many of us have had experience with them before. When you opened up a Word Document, the default font was always set to Times New Roman. Imagine a paper, or memo, whatever, filled with rows and rows of Times New Roman. How does it feel to you? Reliable? Stuffy? Boring? Corporate?
What are your initial thoughts when you come across Comic Sans? Fun? For children? Cheap? Quirky? (For the record: no designer actually likes this font. If you come across a designer praising Comic Sans, run.)
This is just to highlight why font choices are so important, especially if you want it to cater to a specific target. Fonts can add visual cues to your brand that help your audience better understand what you stand for. For example, a big, corporate bank will probably not use a Pinterest-y script on their website as it will not reflect the level of professionalism they hold themselves to.
Step 2: Review font classifications
SERIF: Serif typefaces have the little strokes attached to the ends of the letters.
SANS SERIF: Sans Serif typefaces are, you guessed it, letters without the strokes attached to the end.
SCRIPT: Script typefaces are influenced by handwriting and look just like that. This font works best if it is used in small doses.
DECORATIVE: Decorative typefaces are the ones where you don’t really know which category they belong to. Another name for them is Ornamental typeface, because they are just that; for decoration, and they are also only best when used sparingly.
The classifications can be broken down and explored further; there's a lot of history behind each one! If you are interested in learning more, click here.
Great job! This lesson is a quick one! Click next to head on over to learn more about colour theory and your brand!