Fonts do more than just display your words. They tell your audience who you are — before they even read a thing.

The typography you choose can influence how people feel about your brand, whether they trust you, and whether they see you as playful, polished, creative, or corporate. It's one of the most underrated decisions in the branding process, and yet, one of the most powerful.

In this guide, we’re breaking down how to choose fonts for your brand that actually work — with zero design experience needed.


Why fonts matter in branding

Fonts are part of your visual language. Alongside your logo and colour palette, they’re one of the core elements that show up everywhere: your website, packaging, social media, emails, and even invoices.

Done well, your fonts:

  • Set the tone for your brand
  • Create a consistent, recognisable style
  • Influence how professional and trustworthy you seem
  • Make your content easier to read and remember

Done badly, they create confusion, inconsistency, and can make your brand feel amateur — even if your product or service is top-tier.


Types of fonts (and what they communicate)

Before we dive into how to choose, let’s get clear on the four main font types and what they tend to signal:

1. Serif fonts

These fonts have little “feet” or strokes at the ends of each letter. Think Times New Roman or Playfair Display.

Vibe: classic, elegant, traditional

Great for: high-end brands, editorial vibes, heritage feel

2. Sans-serif fonts

Clean and modern, sans-serifs have no extra strokes. Think Helvetica or Outfit.

Vibe: minimal, contemporary, clear

Great for: tech brands, modern startups, accessible design

3. Script fonts

These are cursive or handwritten-style fonts. Think of wedding invites or luxury beauty brands.

Vibe: personal, creative, romantic

Great for: beauty, fashion, lifestyle, and boutique businesses (in small doses)

4. Display fonts

Bold, quirky, and often decorative — these fonts are designed to grab attention.

Vibe: playful, expressive, unique

Great for: headlines, logos, and brands with big personality


How to choose fonts for your brand

Now that you understand the types, here’s how to choose the right combo for your brand:

1. Start with your brand personality

Are you more structured or free-flowing? Bold or soft-spoken? Minimal or full of flair?

Your font should echo your tone. A corporate finance brand might lean on clean sans-serifs, while a creative florist might pair a soft serif with a handwritten accent.

2. Choose a font pair — not just one

Most brands use at least two fonts: one for headings and one for body text. You might even add a third accent font (used sparingly) for highlights like quotes or buttons.

Tip: Contrast is key. A bold serif heading with a clean sans-serif paragraph font often works well.

3. Check for readability

This is crucial. Your fonts should be easy to read at all sizes, especially for body text. Avoid overly ornate fonts for long paragraphs or small mobile screens.

4. Look for versatility

Make sure your fonts come in multiple weights (light, regular, bold) and styles (italic, caps) so you have room to create hierarchy and variation without switching typefaces.

5. Avoid overused fonts

Fonts like Comic Sans, Papyrus, and Curlz are widely seen as outdated or unprofessional. Use free Google Fonts or invest in high-quality typefaces from places like:

  • Fontshare
  • Adobe Fonts
  • Creative Market


A few bonus tips

  • Stick to two or three fonts maximum. Too many and your brand will feel disjointed.
  • Test your fonts in context. Add them to a mockup or your website preview to see how they really feel.
  • Check for licensing. Make sure you’re allowed to use the fonts commercially, especially if you’re uploading them to your site.

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