The world of typography is vast. From Sans Serif to Decorative, with Calligraphic, Slab and Monospaced in between. There’s even a word for the study of fonts: Fontology. Don’t Google that, because it’s so immense you might not make it back to this article! There’s a lot to think about when it comes to branding; you still need to decide on color, theme, content and imagery - so let’s get you past FONTS quick!
Fonts generally fall into 4 classifications:
Serif font = has appendages (our site is in serif fonts!)
Sans serif font = has no appendages
Script font = fancy like cursive handwriting
Decorative / display font = everything else
Within each of these classifications there are STYLES, like subcategories, that further group the infinite world of fonts. Most people immediately have a reaction to font styles and know what they feel is a fit for their brand, but they have a hard time defining.
More font classifications:
Brush = a thicker script or font that has a marker quality
Slab = serifs with thick edges
Retro = fonts that have a distinct look from ages past
Monospace = fonts that feel technical or all letters are the same width / spacing
If you don’t react to a font right away, how do you choose?
If you’re working with Bold August Studio, we’ll help guide your font decisions! If not, it is best not to dive straight into choosing the font by searching online without a sense of direction. Instead, first consider your project and what it needs to achieve.
What is the project personality?
Is it corporate / professional, like banking and finance?
Does it seem traditional?
Does it have a modern vibe?
Is it feminine, masculine, childlike or mature?
Is it whimsical, handdrawn, or edgy?
Understanding the personality of your project will point you toward one of the four font classifications with ease.
Font Research for Logos
If you’re on the hunt for fonts, here are three sites we recommend
CreativeMarket has so many fonts to purchase for a a reasonable price, and it also serves as beautiful inspiration.
FontSquirrel is the best for lots of variations of serif and sans serif fonts, for free!
Really beautiful website to browse clean fonts for purchase.
Font Research for Body Copy / Websites
Generally, most of us use fonts from Adobe Fonts or Google fonts, because they’re fast-loading on sites, and they come standard with most online applications (Like Squarespace.) Squarespace currently has every single font offered on both Adobe Fonts and Google Fonts, so if you see a font there, you’re guaranteed to be able to use it.
Here’s a little more detail about each of the groups, as well as some sub-categories and history. You like history lessons, right?
Serif Fonts
Serifs are the original, OG, fonts – born back in the day before the letter ‘s’ was written as the letter ‘f’ and Robinson Crusoe was THE Cast Away. This font class is classical and traditional; therefore, it is perceived as old school, trustworthy, loyal and wise. In the realm of fontology, this font is known for its readability in print, but this classy typography has many great grandchildren that have morphed into modern screen legends. Think lawyer, banker and accountant and the Serif font will be there.
Great for use with:
Content-heavy sites, as serif fonts are generally considered easier to read
Traditional brands
Professional or corporate brands
Large content blocks
Sans Serif
The “naked” font – making its debut in modern print as subtext to Serif typography, this font class dropped its serifs and became the minimalist wonder that launched the computer age. Sleek and minimal, Sans Serif is often perceived as modern, futuristic, on trend and forward-thinking. Once considered the only legible type for electronic reading, it has been given updates that now make it a contender in print as well.
Great for use with:
Modern and geometric websites
Bright, energetic and fresh websites
Tech firms and Products
Sleek geometric styles
Script and Handwritten Fonts
The fancy font – bursting on the 17th century scene this formal font type is dressy, elegant and romantic. Often including swirls and connecting letters, the Script font is like calligraphy. Script has a less formal set of styles as well, so it plays well with semi-formal projects. This font is perceived as feminine but more current forms also project a masculine cursive handwriting feel, complete with casual character strokes for a sassy, fast-paced feel. Wedding invitations, charities, and clothing designers enjoy this font class.
Great for use with:
Feminine site design
Natural, handwritten and down to earth styles
Whimsical brands
Decorative Fonts
Decorative fonts are, essentially, “everything else.” This can be unique fonts, fonts with crazy letters, retro fonts, or brush fonts. This “everything else” category sometimes means that fonts fall into multiple categories or none at all.
If fonts are feeling overwhelming and you know you need a professional to help you with your brand as a whole, reach out and we would love to work with you on your brand!
