What does your choice of font say about your brand?

February 20, 2015:

There’s plenty of evidence that one’s choice of fonts has a powerful psychological effect on the reader. At Duke University, a student who changed fonts noticed that his grades changed (hint: Georgia may help boost your GPA). At the University of Wichita, results from a survey showed that sans serif fonts are strongly preferred for email and business documents (but not for technical or math documents). There ‘s even a feature-length (and thoroughly wonderful) documentary on Helvetica (without doubt the most influential font of the 20th Century) exploring the many ways fonts subtly influence perception, emotion, and meaning.

Is your current logo font serving your brand or getting in the way? The answer depends on the feel your brand is attempting to convey.

Is it “tradition and reliability?” (Use Times Roman or Garamond).

“Stability and modernity?” (Use Helvetica or one of its many variants such as Futura).

How about “elegance and creativity?” (Bickly, Brush or Snell Roundand can help).

Or is your brand about fun and being friendly? (Cooper, VAG Rounded, and Jazz might be perfect).

The infographic above lays out some of your possible choices.

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