How to Choose Fonts For Your Logo and Brand

How to Choose Fonts For Your Logo and Brand

Before you spend hours choosing fonts for your logo and brand first think about words that come to mind when you think about your brand. Are you thinking?

What words describe your new brand?

Choosing fonts for your logo and branding is not an easy process when you don't have a clear vision of your business. In my branding series posts I discussed how choosing 3 words to describe your style can help brand your company. If you haven't given that post a read yet then go ahead. I'll wait for you ....

Did you read it? Great! What words did you choose to reflect your style? Some examples are classic, minimalist, feminine, masculine, rustic, bold, modern, and hipster.

What words describe your target market?

Don't start picking out your fonts just yet. Now you have to think about your target market. Who are your buyers, your influencers, and your supporters? If you haven't thought about your target market I have a quick way to help you figure it out. Read my post on 3 tips to define your target market.

Once you've examined your target market you should be able to choose a couple of words that describe them as well. It may seem like a lot of work but successful branding is a reflection of your style and the style of your target market combined.

Combine your style and your target market styles

The goal in this last step is to finalize three words that will be the building blocks of your brand. Those words are a combination of your style and your target market style. For example if you're a wedding photographer and your niche is rustic and vintage weddings then your branding shouldn't be loud and bold. A combination of your descriptive words might be: feminine, rustic, timeless.

Choosing your fonts

To accurately reflect your style the fonts you choose for your new brand should match your descriptive words. For instance don't choose a modern font if your going for a classic feel. Now that you've narrowed down your style choosing a font will be a lot easier. As a helpful resource I've compiled some of my favorite fonts and categorized them to fit descriptive words:

Choose Fonts to Reflect Your Style

additional font tips

1. Choose 1-2 fonts for your logo

This font can be used just in your logo. Actually I suggest using at least one font in your logo that you won't use anywhere else. Your logo should stand out.


2. Choose a header Copy font

In addition to your logo font your brand will require a font that you'll use for header copy and possibly your tagline. The header font (aka secondary font) needs to compliment your logo font. It should also fit with your descriptive words. Pairing fonts can be tricky so my best advice is to ask for feedback.


3. Choose body copy font

Your body copy font should be really easy to read. If your style is more modern than your body copy should be a sans serif font. Or if your like me, with a classic style your body copy should be a serif font. You may want to try staying in the same font family for your header and body copy fonts. For your header font choose bold or regular type and for your body font choose light. For instance my header copy is georgia bold and my body copy is georgia regular. Here's a few body fonts I like to use: roboto condensed, lato, proxima nova, muli, merriweather, raleway, georgia, calibri, franklin gothic book.


Like I said, font pairing is not an easy task. Over the years I've paired what feels like hundreds of fonts. So I thought I'd put together some of my favorite combinations just for you. Get access to my font pairing guide! To access my guide all you need to do is subscribe to my FREE resource library. My library contains a bunch of helpful worksheets, printables and guides.

Font Pairing Guide

Successful brands are well-THOUGHT-OUT

Choosing the right font for your logo and brand doesn't have to be difficult. As you can see, putting the right thought into it will save a lot of time. Remember, your choice of fonts represent your brand. Good luck and as always feel free to reach out if I can help you with your new branding.

What are some of your favorite fonts? Let me know in the comments section below.