When I created my first flier back in 2003 for my former company “Bella’s House & Pet Sitting” it was a wreck. I think I used clip art for Microsoft word. I used ariel font and I hadn’t a clue what font my logo was at the time.
Everything I created looked so homemade, and although we didn’t have all the amazing image creating programs we have these days, like Easil, I still had no excuse.
But they don’t tell you to “know your fonts” or have a brand guide when you start out. Heck, you are lucky if you have a logo that isn’t created from clip art!
It wasn’t until I was ten years in business that I even knew what a brand guide was and that is why I am typing this to you today.
What Does A Font Say?
Take a look at the above fonts. What do they feel to you? Each one is very different, right? Imagine your brand sporting each one of those fonts. Let me note that each of those fonts are all in the same exact font size so you can see how some are larger and smaller than others.
Here are my thoughts:
- Are – Pretty run of the mill. Standard. Believable. Professional even.
- You – Same as above, although it is a little larger.
- Using – Hard to read. Maybe even midevil? It makes me have to think about what it is saying.
- The – Looks like a magic marker? Little more authentic. Like someone wrote it. Personable?
- Wrong – That is pretty in your face. Sorta playful.
- Font – Little kid handwriting. Not professional. Almost childish and not instilling a lot of trust.
- In – Too scrolly. Also pretty large
- Your – I think it is fun and playful. I dig it. Although it is a bit small.
- Business – Juvenile. Like I would see it at a preschool or something like that? Also very large… perhaps hard from a design perspective?
There are thousands of fonts out there! It sure can get overwhelming to decide what you want for your brand. But a decision must be made.
Think for a minute.
Can you picture the font for Disney?
Now imagine that font on McDonald’s. Whaaaaat? That wouldn’t look right!?!
You would see the McDonald’s sign and see the font and immediately THINK of Disney… even though that isn’t what it is representing.
Your Font Can Evoke Emotion or Non Emotion
This is where using two fonts in your branding can be beneficial. The main font can be bold, attention-grabbing, emotional, while the second font should be more run of the mill. Or at least that is what I believe!
Your main font should be something that reflects your brand. Are you professional? Serious? Playful? Loving? Don’t be afraid to use two fonts.
How Are You Using Your Fonts?
Your fonts are things you should know the name of. You should own a license to it, if it is not free already. You should have it on your website, logo, all marketing materials, brochures, apparel, everything! It is what helps you be noticed for “Oh that is so and so company.” The problem is I don’t see many pet companies following through with this.
It is a factor that we have always tried to acknowledge with our Better Marketing with Bella program. It is where we provide emails, graphics, videos, captions, gifs, and more to our members every single month. Not only is their logo and colors used, but also their fonts. We believe that it is important to keep the cohesiveness of your brand. You can get on the waitlist for this program if you are interested!
How A Font Can Help You In A Rebrand.
If you want to give your company a facelift, sometimes all it takes is a font change. Take for example when I did this to Jump Consulting. I felt like it was too corporate and I went on a mission to change it. It was a slight change but I feel made a big difference.
We went from this Times New Roman type font:
to the logo you see at the top of this page. The Font is less structured and a little more playful to me. So two years ago I changed it. I also changed from red and white to blue and white but that is an entirely different blog *wink*
What Does Your Font Say About Your Company?
So how did you pick your font? Did you pick your font? Did a designer do it? Did you pick it based off a bunch shown to you. WHY did you pick that font? What do you think your font(s) say about your company? Tell me below in the comments. I want to know!