![]() ![]() RIGHTFONT REVIEW MANUALMany organizations (like the Modern Language Association, the Chicago Manual of Style, and the American Psychological Association) prefer submitted works to be formatted using Times New Roman. The most commonly-used serif font is Times New Roman. Serif fonts are very useful for when a company wants to be perceived as trustworthy, reliable, and established.īusinesses that typically choose to use serif fonts in their branding include newspapers, like The New York Times, law firms, banks, and other long-established institutions who want to cultivate a sense of trust. Because they’ve been in use for hundreds of years, they are, first and foremost, considered traditional. Serifs were first used in typefaces in the 1700s. (See image below, left is serif, right is san serif)Ĭhoosing a font that has serifs will impact how customers perceive your brand. The word “sans” is French for “without.” A sans serif font is without, or does not have, these small extra decorative lines. So, serif fonts have serifs, which are extra decorative lines. It is added on to the end of a letter stem, either at the top, on the sides, or at the the foot of the letter Simply put, a serif is a small, decorative curved stroke. How do you know which one will be the right fit for the brand? What Is A Serif?įirst, you need to know what exactly a serif is. There are two main categories of fonts: serif and sans serif. ![]() Before you choose your specific font, take a step back and look at the big picture. Not only do you have to decide on the colors, logos, graphics, and messaging, but you also have to make a decision about one of the most important components of the brand guide, a choice that will be seen all over your website and emails: your font.Ĭhoosing a font requires a lot of thought and attention to detail. For physical packaging, print it out in different sizes and on different materials to check how it looks.Whether you’re developing the brand identity for a new company or you’re re-working an existing company’s brand, you have plenty of important decisions to make. For instance, for website text, check how it looks on both a phone screen and laptop. ![]() This is often easier than just looking online, especially for fonts that will go on something physical rather than digital.įinally, be sure to test your chosen font in different sizes and mediums before making your final decision. See what they look like next to each other, how easy they are to read, and what sort of impression they give. One method that can be very helpful is to order a few different letter stencils and test them out. Consider who your target audience is too, and what kind of style they will be drawn towards. On the other hand, if you’re aiming for a quirky and offbeat image, choosing a more whimsical font might be a more effective way to achieve this. For example, if your company is well established and traditional, then you might want to go with a font that reflects that. Secondly, spend some time thinking about the personality of your brand and the image you want to convey in your marketing. If people can’t read what’s written, nothing else matters! Firstly, bear in mind that the font you choose should be clear and legible. All of this can put a lot of pressure on the decision of which font to use, but don’t worry – there are some simple steps you can follow to make it easier. ![]()
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