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Five type families designers are loving
Experience Design

Five type families designers are loving

It’s no secret that one of the most conducive things in any brand is a killer brand identity. But how often do we as entrepreneurs look at vector illustration, user interface, and even animations while sweeping fonts and typology under the rug?

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Devon Fata
October 15, 2021

It’s no secret that one of the most conducive things in any brand is a killer brand identity. But how often do we as entrepreneurs look at  vector illustration, user interface, and even animations while sweeping fonts and typology under the rug? It’s sad but true- we often find ourselves using the same designs over and over again, claiming them to be “foolproof” when more often than not, we avoid making positive changes (which could affect web traffic and even ROI as a result). But the good news is that once you know the basics,  you’ll be using the perfect typefaces for your business in no time. Keep reading to see the type families that we’ve been seeing designers use and love all across the design field.

1. Classic

Sometimes, the oldies really are the goodies- classic fonts with a slight serif (letters with extending features at the ends of them) can be just what your brand needs if it boasts a more traditional business model. But don’t limit yourself to Times New Roman! There are tons of options (most of them free) out there if you want to stick with a traditional type family. Last week, we talked about how mixing more old school elements with something newer is a great idea in graphic design. The same principle applies here- if you’ve got a knockout classic-looking font (such as Dafont’s Mermaid), add something modern to keep it relevant- a smaller sans serif type, a slight sheen on the font when printed onto business cards, or even a slick logo all are sure to get you the look you’re going for.

2. Modern

We get it… not every brand is going to benefit from something timeless. If your company specializes in tech or something trendy, you may want to head down a more modern route- ie, fonts without a serif and a good amount of kerning (space between the letters). A modern typeface won’t look cute or vintage like a classic type family might, but the clean, slick look will help your message read well and put the spotlight on your cutting-edge product. If you need inspiration for this font, we suggest looking at modern interior design schemes and seeing how the principles of minimalism come into play. Every decoration or element has a purpose in modern design, whether it be interior or graphic. If there’s a distracting curve in your type or something experimental that distracts from the modernity of your good or service, you’re better off without it!

3. Elegant

Think of the last time you were at a wedding. Unless it was an unconventional wedding (which disclaimer: are also awesome), you likely got an invitation in the mail with ornate digital calligraphy and a perfectly coordinated color palette. If your business or company produces something niche or high-end (such as a quality catering service), you may want to consider an elegant type family for your brand identity.  Good news: there are endless font options out there to give your brand the elegance it deserves. The bad news: it can be difficult to sort through all of them and decide which two or three to use to set your brand apart. Our advice? Sort out the fonts that catch your eye into two categories: handwritten and streamlined (or, ones that appear handwritten and others that look more machine automated). Stop your list when you reach about ten or fifteen on each side. Then, decide on your top two or three- try one on one side and one or two on the other side- and see how the combination looks. Finally, proudly display your type family on your own content (perhaps against a light peach background) and prepare to dazzle the world.

4. Artistic

It’s no secret that many artists need good networking skills and representation to keep a steady income. That’s why so many creative people invest in standout marketing tactics (or even stunning business cards) to help them stand out in their field! If you think your brand would similarly benefit from a more artistic typeface/look, consider a type that will accurately resonate with your medium and your audience. For example, if you’re a painter, you’ll probably want a font that looks hand-painted (we like Avocado Creamy from Whatever font you decide on, make sure that its quirkiness looks natural and not comic or forced. You wouldn’t want someone mistaking your photography for Pokemon fan fiction! Also, note well: like any other design, your content should communicate a clear message. If you’ve got a picture of your art, make sure it stays a fair amount away from your type, and instead place your copy against a clear (ie, non-distracting) background. This way, like a great song, your audience won’t be able to get your product or your brand out of their heads.

5. Geeky

In classic design, you may want to steer clear of zany animations and typefaces. But what if your company is eccentric and could benefit from a few funny illustrations or a nerdy typeface? If the prior statement describes your brand, try out a Geeky type family on for size. Now, finding a font that portrays what you’re selling vs. what your competitor is may not be as simple as copying and pasting fonts- more traditional fonts are fair game for lots of different brands, but comic fonts should be incredibly niche. Like the artistic typeface, you wouldn’t want to use a font that another brand is associated with by mistake! To start, try sketching your ideal font (or get someone who can), jotting down a few notes as you go along. After drafting, try your best to see if you can create this typeface yourself. Hey, as long as you’re in a geeky industry, creating your own font should be a piece of cake! Can’t do it? Take your time to look for a copyright-free font that’s dang near close to your rough design. Once you’ve committed to a font or two, pair it with a contrasting element- such as a clean vector illustration for a more DIY/handwritten typeface and a courser design for a cleaner font. Ready to take your brand to the next level? Contact Pixoul today!

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Devon Fata

Devon is the Chief Executive of Pixoul LLC. He works closely with clients to explore new ways to capture key performance objectives, build habit-forming products, and improve digital product ROIs.

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