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When it comes to creating a memorable brand identity, typography plays a crucial role. Your company logo is often the first impression customers have of your business, so it’s important to choose the right font and use it effectively. In this article, we’ll discuss the essential rules for using fonts in your company logo design to help you create a powerful and recognizable brand identity.
In the design of the logo and other brand elements that will ultimately represent the brand in the minds of customers, it is important to pay attention to different visual elements. These visual elements include images, color themes, and the fonts used for text. Even when a brand logo is created, there is some kind of font that the brand should align with. Visual identity is so strong that it can help strengthen the connection between a customer and the brand.
Because of a strong visual identity, the brand can compel the customer to increase spending on products by 57 percent. Fonts are an important part of this visual identity, and they determine the impact on leads and customers. There are many fonts, and many more are being created for branding and marketing initiatives. There are some design rules and frameworks that graphic and UI designers need to consider when creating a brand’s image and logo.
The font that the brand chooses has to remain consistent and impactful throughout all its messaging. The brand should not change its font choice once it is chosen and established. The most used font for branding and logo design is the impact font setting. According to studies, you should never use more than 2 to 3 types of fonts in the logo or branding messages.
Rules To Use Fonts For Branding And Messages
The fonts reflect the message and the personality of the brand that uses them. The font you use is linked with certain emotions and creates first impressions in the minds of the leads. In this article, we will talk about the different rules that you should follow when incorporating fonts into logos and branding images.
Never Use More Than Two Fonts
Including three or more fonts in the branding images and creating social media posts can confuse the users and push them towards disconnecting from the brand. Using a lot of fonts that do not gel together will make your work too busy. Using a lot of fonts makes the whole image and representation unpleasant.
When you stick to one font or two, the representation is clean and minimalistic. Whether the brand creates a billboard or a social media post, the use of clean and minimal fonts can change the whole image. A clean image engages with the customers and investors for better marketing and output.
Consistency is Key
The consistency of the fonts and the clever use of fonts in the image can create the best way to improve the brand’s connection with people. When the same fonts are used again and again, there is a consistency created that appeals to the people. When someone scrolls through the social media feed, they will notice the patterns and styles. Consistency will help you create a strong brand image and representation in the mind of the customer.
A strong marketing presence can be built with the concurrency of images, fonts, and colors. Your posts and brand marketing messages should be in line, but they should not be alike. Since there are so many marketing channels, it is possible that the same post goes into different channels. This can disengage the customers. The fonts should be the same, but the representation should be different.
First Impressions
Fonts might look very boring and unimpressive, but they play an important role in creating the first impression on a customer. The clever and right use of fonts can help you create the best impression on the customer. The font should reflect the brand’s personality and values in it. Do not go for a boring font. Similarly, choose a font that is easy to read and use. Even if you are rebranding the company and want to change the fonts, you need to upgrade the font style according to the brand image. Choosing the right fonts is an important choice to make.
When choosing a font, there are some questions that you should ask.
These questions are as follows-
Are These Fonts Legally Allowed?
There are some fonts that are not legally allowed to be used by a company. Many fonts are sold in a commercial manner, and these fonts should be checked for a license before use in branding. There are some free fonts that the graphic design team can use without any issues, but if you want some specialized fonts, you need legal permissions for the same. Discuss with your graphic design team which one can be used and which are not supposed to be used without purchase.
If you do purchase a font, you can ask the graphic design team for ideas on how to use it. Even if you have the font licensing agreement for the purchased fonts, the license might not be valid for certain uses. Check if you can use the font for branding and logo design. If it cannot be used for marketing purposes, you should not use it to avoid legal actions against your brand. Review the agreement with a lawyer and plan your usage of the fonts.
Can You Sell A Copy Of The Font?
For commercial fonts, most of the agreements have a clause that the copy of this font cannot be sold to a client or any other party. It is only licensed to the agreed company. If another company wants to use the font, it should be buying the font separately. However, brands can outline the fonts and use the outlines as vectorized elements of the font. This can be a loophole in the license agreement for the font.
These are some of the points and details that a brand should pay attention to when rules using a font. The font should be aligned with the greater image of the brand and the message it sends. Fonts bring together other elements of the brand to create a cohesive visual representation of the same. Rebranding can also lead to a change in the font used for the brand creatives and logos. However, the rebranded fonts should be better than the previous fonts.
