Graphic Design
Selecting the Right Typeface for Your Brand
We select brand typefaces as part of every identity we design. This guide is for business owners choosing a typeface for a new brand or a refresh. It covers what to consider, how to test options and how to record your choice. Use it before you approve a typeface, so it works on every material you produce.
What to consider when choosing a typeface
Your brand typeface appears on your logo, website, signage and documents. It needs to express your personality and stay readable everywhere. A typeface that looks good in a logo often fails in small print. Judge each option on these points.
- Personality: does it match how your brand should feel?
- Readability: is it clear at small sizes and on screens?
- Range: does the family include the weights and styles you need?
- Distinctiveness: does it help you look different from competitors?
- Licensing: can you use it in print, on the web and in apps?
Ask to see each option set in your business name and a real paragraph of text. That shows how it performs in practice. Our typography guide explains the main typeface families.
How to test typeface options
Testing removes guesswork from the decision. It shows how each option behaves across your real materials. Short tests reveal most problems quickly. Run these tests on your shortlist.
- Set your logo, a headline and a paragraph in each option.
- View each at small sizes, such as a business card or social media profile.
- Check each on a phone screen and in print.
- Pair each with a neutral body font, if it will be used for headings only.
- Show the options to a few customers and ask which feels most like your business.
Narrow your shortlist to two or three before testing. Too many options make the decision harder. Choose the one that performs best across every test, not only the logo.
How to record and use your choice
A typeface only creates consistency when everyone uses it correctly. Record clear rules in your brand guidelines. Share the font files and licences with your suppliers. Include these details.
- The typeface names for headings and body text.
- The weights and styles to use for each purpose.
- Recommended sizes for print, web and social media.
- Fallback fonts for email and documents where the brand font is unavailable.
- Licence details and where the font files are kept.
Our guide to font pairing for websites covers using your typeface online. Our guide to choosing brand colours explains how type and colour work together.
Typeface selection checklist
Use this checklist before you approve your brand typeface. Each item helps it work across every material. Keep the final choice in your brand guidelines.
- Personality matches your brand strategy
- Readable at small sizes and on screens
- Family includes the weights you need
- Different from key competitors
- Licence covers print, web and app use
- Tested on logo, headlines and body text
- Rules and fallbacks recorded in brand guidelines
Good to know
Typeface selection FAQs
Should my logo font and website font match?+
They should feel connected, but they do not need to be identical. Many logos use a customised or decorative typeface. A related family then handles website headings and text. The aim is a consistent look across both.
Can I use a free font for my brand?+
Yes, many free fonts are well designed and licensed for commercial use. Check the licence covers every way you plan to use it. Popular free fonts are less distinctive, so pair them with strong colours and design. A designer can help you choose.
What is a fallback font?+
A fallback font is a common font used when your brand font is not available. Email programs and shared documents often need one. Choose a widely available font with a similar style. Record it in your brand guidelines.
Keep your typeface rules and licences with your brand guidelines. Share them with every designer, printer and developer you work with. So you can use one recognisable typeface consistently across every material.
Last updated