When it comes to branding, the typography chosen does more than just communicate with your audience – they’re an extension of the essence of your brand. But why is it so important to stick to them?
Fonts are chosen for specific reasons to help represent your brand’s personality. By choosing alternate fonts not in your style guide, you could be damaging both your brand’s recognisability and reputation. For instance, if your brand showcases a bold, modern san serif font choice, adding in a script or handwritten font can have a negative impact on customers. Simply put, brand consistency builds trust.
Keep it simple
Don’t get too caught up in multiple fonts and styles. Limit your font types, and if your font has various iterations, restrain your designs from utilising all styles. By using too many font variations across one piece, the design can start to look too busy. Your audience will be distracted and not know what key information they are meant to focus on. It can also mean your brand is hard to recognise, adding difficulty for your brand to build awareness and brand loyalty.
Create hierarchy
Rather than introducing another font outside your brand guidelines, consider how you can create a hierarchy through the sizing and layout of your text. Splitting up your text into visual sections, creates an established order to read the content. Typically larger font sizes, and bold or coloured text help the most important information stand out. Headings are often the most prominent but there may be other elements to consider that may need to be highlighted such as dates or venues.
Readability
Don’t forget about readability. When choosing a font, legibility takes priority over aesthetics. If a font is overcomplicated and hard to read, your customers are less likely to read the information. When it comes to using decorated fonts, be more considered and ensure that the message will not be lost to your customers.