How does typography reflect the brand03

How does typography reflect the brand

Without knowing its content, the typography a company will use to represent their brand can be tied to “personality-like” traits. Similar to color can be associated with a mood or feeling, the same can be said about typefaces. Each typeface can affect how people perceive the company as well as the purpose of its existence. Serif, sans serif, and script fonts are most commonly used in branding and advertising. 3

Serif Fonts

Serif fonts are fonts with the little lines at the ends of the letters. Serif fonts such as “Times New Roman” and “Georgia” are associated with tradition and authority. Brands that use serif fonts in their logos are Louis Vuitton, Sony, and Volvo.

Sans Serif Fonts

These are fonts without the little lines at he the ends of the letters. Sans serif fonts such as Arial, Verdana, and Impact are associated with being clean, modern, and objective. Brands that use sans serif fonts are Google, FedEx, Amazon, and Uber.

Script Fonts

These are fonts that try to emulate the flow of handwriting. Script fonts like Lobster and Pacifico are associated with elegance, creativity, and friendliness. Brands that use script fonts include Chick-fil-a, CocaCola, Ford, and Kellogg’s (yes, the cereal brand).

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