Typography Talk: Choosing Fonts That Match Your Brand’s Voice

When you think of your brand, you probably picture your logo, color palette, or maybe even your website. But one often-overlooked element of brand identity is typography—and it plays a bigger role than you might think.
 
Fonts are more than just style. They speak before your words do.

They set a tone. Create an atmosphere. Build trust. Or, if misused… totally miss the mark.
Here’s how to choose fonts that align with your brand’s voice—and how to avoid common missteps.
 
Why Typography Matters
Typography is visual communication. Even before someone reads a word, they feel something based on how it looks.
 
Imagine:
A luxury skincare brand using Comic Sans (🫣)
A law firm writing their tagline in a bouncy, script font (😬)
 
Mismatch = confusion.
Clarity = connection.
 
Understanding Your Brand’s Voice
Before picking a font, define your brand’s voice:

• Is it modern or timeless?
  
• Playful or professional?
  
• Minimal or expressive?
  

 
Once you know your tone, you can choose typefaces that reflect that personality.
 
Font Personalities: What They Say
Here’s a quick guide to common font styles and what they feel like:
 
Serif Fonts (e.g., Georgia, Garamond)
Traditional, classic, trustworthy → Great for professional, editorial, or heritage brands
 
Sans Serif Fonts (e.g., Helvetica, Avenir)
Clean, modern, minimal → Perfect for startups, tech, wellness, and lifestyle brands
 
Script Fonts (e.g., Pacifico, Great Vibes)
Elegant, romantic, personal → Use sparingly for brands that lean feminine, artistic, or handcrafted
 
Display Fonts
Bold, expressive, decorative → Use in moderation for headlines or accent moments
 
Tips for Picking the Right Fonts

• Use 2–3 fonts max: one for headers, one for body copy, and maybe an accent
  
• Make sure it's legible in all sizes and on all devices
  
• Check how it renders in print vs. digital
  
• Pair fonts with complementary contrast (not too similar!)
  

 
Common Typography Mistakes to Avoid

• Using trendy fonts without checking if they align with your brand
  
• Relying only on free fonts (some lack polish and licensing!)
• Ignoring kerning, spacing, or readability
• Using too many fonts in one design (hello, chaos)
  

 
Need Help?
Choosing the right typography is one of the ways I help brands feel just right.
If your brand voice feels inconsistent—or your visuals don’t match your message—let’s talk.
 
→ Contact Me to Chat About Brand Identity