Like many things when it comes to marketing, simple miscues can make or break the most tediously laid plans.  But can a disastrously hideous font really ruin your brand?  You betcha! Let’s back up though for a sec.  We will begin with the definition of font for those that are yearning for a real lesson here.  Font is defined as, “A receptacle in a church for the water used in baptism, typically a freestanding stone structure.”  Wait, what?!? Sorry for a change in subject but we did not know there were two, no three “font” words out there. In reading further we see the true definition of “font” where graphics are concerned.  Font is, “A set of type of one particular face and size.”  Historically, the first font types in print were blackletter, Roman serif, then sans serif.  When it comes to a bad font, it really does hurt your brand.  See for yourself by gazing at the pictures below from: 

Are the new logos better than the old ones?

Sorry, but throwing in that last logo couldn’t be helped as it was number one on their list of bad logos.  As you can see in some of these examples, logos are only as good as their font.  Since your logo is a huge part of your identity, your brand can be irrevocably damaged by choosing awful fonts.  

So how does one go about choosing the right typeface for their brand?  As usual, there is a layered answer to this onion of a question.  The first thing that must be considered is the current trends in the marketplace your product resides in.  The “trend effect” is known as, “A collective interpretation of design, absorbed through our familiarity with – and understanding of – the culture we happen to be part of.”  Interestingly, different industry sectors have monopolized trends. “For instance, geometric fonts with homogenized proportions tend to represent design purity, cleanliness and simplicity – values that many technology brands are currently keen to express.  Many fashion brands, on the other hand, have an ongoing love affair with high contrast modern designs with their elegant hairline strokes, bracketed serifs and smooth arching curves, expressing a timeless style.” (  In knowing this, we come to the second part of our answer to choosing the right font, that is, considering font psychology.  While we have broken down color psychology in previous blogs, we again are at the precipice of getting down to the nitty gritty details of marketing.  Below you will find three different detailed examples of fonts and their associated psychology.  These are courtesy of  For a more thorough breakdown, check out their website at: 


What Is A Serif Typeface? 

Serif is probably the oldest known typeface. It’s a basic typeface with some extra details, usually referred as flags or tags, on the letter. Serif fonts have been used for printing purposes for many centuries.


Serif Fonts Examples

Times New Roman

Book Antiqua



Serif Font Psychology

Serif is the most commonly used font category. These easy to read fonts are so old and common that they can accompany any personality. That is, these fonts are neutral and just like old men of the family. These fonts are:

Reliable >> Respectable >> Dependable >> Reputable >> Conventional >> Neutral

What Is A Sans Serif Typeface?

Sans means without. These are easy-to-read general fonts which do not contain any tags or flags. These fonts were used for printing headlines along with serif fonts which were used as body text.

These are also referred to as gothic or just sans.

Sans Serif Font examples



Century Gothic


Sans Serif Font Psychology

Just like serif, sans-serif is also an old and widely used font category. It acts as neutral but is contemporary. Sans Serif fonts have the following characteristics:

Clean >> Simple >> Contemporary >> Straight Forward >> Futuristic >> Neutral

What Is A Script Typeface?

These fonts are a part of decorative font category. These are easy to read cursive/handwritten fonts.

Script Font examples


Lucida Script



Script Font Psychology

Script fonts are carefree and have a creative outlook. These are used to express creativity and emotions. Script fonts with more curves show femininity.

Script fonts are used to express:

Creativity >> Interest >> Emotions >> Femininity

Crazy that something seemingly trivial can play such a large role in one’s thoughts, let alone a marketing strategy.  Where do we go from here?  It appears that each and every decision is monumental.  Again, we must insist that you worry not.  Below are ten rules in choosing font that you should consider and abide by the next time you use typeface in any and every bit of branding/marketing.  For a detailed run down, visit:

  1. Choose complementary fonts
  2. Establish a visual hierarchy
  3. Consider context
  4. Mix serif and sans serif (If short on time)
  5. Create contrast
  6. Steer clear of conflict
  7. Avoid pairing fonts that are too similar
  8. Use fonts from the same family
  9. Limit your number of fonts
  10. Practice!