Basics of Typography: The Art of Choosing Fonts for Your Brand

Typography plays a crucial role in web design and branding. Just like colors, fonts have the power to evoke emotions, convey messages and set the tone for your business. Choosing the right font can help form a memorable first impression. In this blog post, we’re going to cover the basics of typography, exploring font types, their uses, and some things that you’ll want to avoid.

Image of a stack of books with one book titled "Why Fonts Matter" to represent the Basics of Typography topic as it related to Website Design.

Basics of Typography

Before we take the leap into types of fonts and their usage, let’s chat about some fundamental typography concepts:

  1. Font vs. Typeface: These terms are often used interchangeably; however, they have different meanings. Typeface is the design features that describe the letters and characters. You can think of typeface as the font family. An example of Typeface is Calibri. The font is the specific weight, size, and width of the Typeface. So 14pt Calibri Regular is an example of a font. You can read more about the differences between typeface and font in this short article
  2. Serif vs. Sans Serif: Fonts are usually categorized into two groups; serif and sans serif.
    • Serif Fonts: these fonts have small lines (serifs) at the ends of characters. The little lines that look like feet for the letters to stand on to keep themselves from rolling around. 😊Serif fonts are usually used to convey a sense of tradition, elegance, and formality. Some commonly seen examples of Serif fonts are Times New Roman and Georgia.
    • Sans Serif: these fonts are without serifs (or feet) at the ends of characters. The letters end with smooth clean lines. They are considered modern, minimalistic, and sometimes easier to read. Examples of commonly used Sans Serif fonts are Calibri and Arial.
  3. Script Fonts: these are the fonts that mimic beautiful handwriting or calligraphy. They add elegance and personalization to your design. Some popular script fonts are Pacifico and Great Vibes.
Graphic displaying Font Type Examples to explain the basics of typography

Font Choices and Their Ideal Use

Alright, now that we’ve covered the basics of typography, let’s explore how to make decisions for various aspects of your branding and web design.

  1. Logo Fonts: When choosing a logo font, go for something unique and memorable that represents your brand identity. For example, think about some popular brands such as Coca-Cola or Disney, you can probably already begin to imagine their logo font without seeing it.
  2. Headline Fonts: Aimed to grab attention, headline fonts should be bold and distinctive. While either Serif or Sans Serif fonts may be used for headlines, pay attention to hierarchy – headlines should have a larger font size than subleaders.
  3. Body Fonts: The focus for body fonts is readability. Sans serifs are good for body fonts.
  4. Readability: Consider the readability of your fonts by looking for fonts with consistent letterforms and appropriate spacing.
  5. Pairing Fonts: Mixing fonts adds depth to your design. It’s common to use a serif font and sans serif font together for contrast. Then add pops of a script font to add a little fun.

When Not to Use Fonts

  1. Avoid Overuse: Don't overwhelm your design with too many fonts. Stick to a maximum of three fonts to maintain consistency and coherence.
  2. Logo vs. Website Fonts: Fonts used in your logo may not always translate well to your website. Web fonts should prioritize readability and load quickly.
  3. Decorative / Script Fonts: While decorative fonts can add flair, they can also be difficult to read in large amounts. Use them sparingly for special occasions.
  4. Avoid Default Fonts: Steer clear of using default system fonts like Times New Roman or Arial for your website. They lack uniqueness and can make your brand appear unprofessional.

You've Mastered the Basics of Typography

By now, you’ve mastered the basics of typography and understand that it is an art form that requires careful consideration. Your font choices should align with your brand's identity and effectively communicate your message. By understanding the different font types and their ideal uses, as well as recognizing when not to use certain fonts, you'll be well on your way to mastering the art of typography. Remember, your website's typography reflects your brand's personality. Choose wisely, and your audience will not only read your content but also connect with it on a deeper level. Stay tuned for our next post, where we'll explore the world of font pairings and how to create harmonious text combinations that captivate your audience. If you have any questions about typography or need assistance with font selection for your brand, feel free to reach out to us at We're here to help you make your text as captivating as your visuals!