Everything You Need to Know When Choosing Brand Fonts

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Communication is essential in everything that we do. Whether you are starting a new business, setting yourself apart in an industry, or connecting with your audience, how you convey your brand is key. The brand fonts you select to represent your brand influence how your audience engages with your business. 

What is a Brand Font?

Fonts are printable characters that have a specific point size, width, color, and style. It can include symbols, numbers, or alphabetic characters.

It is the typeface that is carefully selected to visually represent your company in printed and digital formats. Most brand fonts are included in their logo, website, packaging, and marketing materials. 

This guide to brand fonts will help you learn how to curate a font that fits your brand and your logo, as well as provide some helpful tips for beginners. 

Ready to learn more? Let’s dive in.

Selecting a Brand Font for Your Business

Finding the right font(s) for branding your business can be a complex process.

The first step is a selection of the font. Several factors are involved in selecting the right brand font, including the type of font, colors, shapes, and other elements.

Types of brand fonts

The six primary types of brand fonts are serif, sans serif, slab serif, script, decorative, and handwritten. Each has the potential to elicit a personality about your company from your audience.

You can find several types of fonts suitable for several brand languages on Creative Fabrica! There are several thematic and unique fonts here, that can be used for every type of creative project.

Plus, you can get unlimited access to Creative Fabrica’s entire font library of over 100,000 fonts with their All Access Subscription. This includes commercial licenses and is ideal for use in your brand projects and designs.

The six primary types of brand fonts are serif, sans serif, slab serif, script, decorative, and handwritten.

Taking the same logo and changing the font type will change the entire look and feel of a design.

The example below is a logo used for a personal brand. As the font changes, so do the vibe and personality of the business.

The fonts used are Engle, Aqora, Whikey, Beach Sunshine, Royal Bean, and Little Star Story.


There is a psychology behind the color that you select. Your branding will be much more impactful to your target audience with the right color.

Color psychology


The shape of your imagery discloses information about your business personality.

In the above brand design, the “DK” is designed in a circular fashion, which would indicate that the business is soft, warm, and community-based. The vertical line dividing the letters indicates strength. 

Design Details

There are many details that should be considered:

  • A thin font portrays femininity and softness, while a heavy font shows confidence and power
  • A straight font is more stable whereas a slanted font shows movement or direction
  • Lower case shows kindness and fun and uppercase letters show power and structure
  • Manipulating the kerning of your brand font to have more space between the letters shows individuality versus tightly condensed letters, which indicate togetherness. 
  • Short lettering emits a sense of being stable and grounded, whereas tall lettering can indicate luxury and power

Creating your Brand Font

With a few simple steps, you can create a professional brand design on your own.

Step 1: Brainstorming

How do you want your brand to be perceived by the consumer? Think about what your brand means and what products you carry, sell, or make.

Who is your target audience? What do they care about? Do you have competitors? What does their branding look like? You want to differentiate yourself from the crowd.

Step 2: Choose Your Main and Supporting Fonts

Your main font should be one that is legible, readable, and impactful. If marrying multiple fonts into your design is ideal for your brand, here are some key tips to keep in mind:

  • Your primary font should communicate your brand
  • Secondary fonts should complement the primary font
  • A third font is solely used as an accent
  • Less is more – 3 or more fonts should be used with caution, as it may create visual chaos and a lack of flow and consistency
  • Stay objective with your target audience and think less about self-expression

You can also try experimenting with this variety of free fonts so you can get a better idea of how things work. 

Step 3: Selecting an Image

You might or might not want to add imagery to your brand. If you do, bear in mind everything you have learned so far. 

  • Does the image represent the brand?
  • Is it recognizable and readable
  • Is it unique and memorable

Step 4: Incorporating Color, Shape, and Design Details

This is where you can really make your brand shine. Choose a color palette that suits your business, a shape that makes sense, and details that flow into your design to create a seamless concept. 

Here are our top tips:

  • Play around with shades of color and think about how they make you feel
  • Review your brand fonts, logos, and images on your devices and print them out
  • Get a second opinion
  • Script, decorative, and handwritten fonts should not be used for body text
  • Script and some handwritten fonts should not be all capital letters
  • Flourishes and special glyph characters should be used sparingly

Font Recommendations

Where do you go to look for font styles to build your unique brand font?

Your job is to narrow it down to a handful, which can be challenging. Most famous brands we know use simple and unique fonts, and those are the ones that are most memorable

Popular fonts for branding

Keep in mind when selecting fonts that there are a lot of free fonts you may find online that do not come with a commercial license—they’re for “demo” or personal use only.

Before you use a font for your brand, you should always check the end-user license agreement. All the fonts listed below are available for commercial use. 

Without further ado, here is a list of 21 fonts that represent a variety of styles.

Sans Font Recommendations

Vogue by vladimirnikolic 

Simple Farmland by Manjalistudio

Lavish by HipFonts

Sans Serif Font Recommendations

Isabella by HipFonts

Monaco by Design Stag

Celebration by Mahesa Designs

Slab Serif Font Recommendations

Beach by Mahesa Design

Slaberg by Minimalistartstudio

Pink Rose by keng graphic

Script Font Recommendations

Hey Magnolia by Mytha Studio

Gratitude by pujalettering

Brittany Signature Script by creatypesStudio

Decorative Font Recommendations

Striped Pencil by Creative Fabrica Fonts

The Edmund by Graphicfresh

Moody Blue by storictype

Handwritten Font Recommendations

Triple Shots by Maulana Creative

Contino by Seagulls Creative

Beauty Sunflower by Al Ghul

Font Duos Font Recommendations

Andora Modern by Storytype Studio

Melody Southern Duo by Suby Studio

Lauris Manis Amaline Duo by Essentials Studio

Wrapping up

We hope this extensive article on brand fonts helped you with your branding journey.

Need a helping hand? Creative Fabrica is filled with inspiration, resources, and products to get you started with your brand for your business.

Knowing how to pick a font for your brand can be overwhelming, but if you use this as a guide, you’re already one step in the right direction. Choosing the right brand fonts will resonate with your audience and capture their attention the way that you want them to.

Ready to hire? Our marketplace of over 410,000 diverse freelancers has the skills and expertise needed to skyrocket your business. From marketers to designers, copywriters to SEO experts – browse the talented bunch here!

Creative Fabrica

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