Choosing a font that reflects your brand

Fonts are part of my happy place. As a graphic designer, I use them in literally all aspects of my business. There are thousands of fonts to choose from, but picking the perfect font for your branding can be no small feat. Pinterest is plastered with “20 of the best free fonts” style posts, but what most small business owners don’t know is, they may not be the best choice for your brand.

These posts are often full of trendy, free, and highly used fonts. While the may be good for small projects like an invite to a baby shower, or creating an inspirational poster you’re making yourself for your office. They’re not usually a good fit for someone’s brand. 

The typefaces you choose for your brand must be:
- Readable
- Timeless
- Accurately represent your brand's personality

How to choose a font that reflects your brand | On

However, fonts can be expensive, but it’s one of the best investments you can make for your brand. By purchasing fonts, you can avoid looking like everyone else who downloaded the same free font off of Pinterest. (Read through to the bottom for a pro-tip for buying fonts).

You may be asking yourself, If I have to buy a font, how do I know which one to invest in?

Every single font has a specific purpose, and just like we all have different personalities, so do they. Choosing the perfect pairing can be a great way to distinguish yourself, make a statement with your brand and showcase your personality. Different fonts can be paired together to create different moods and emotions. A seasoned designer will understand how spacing, sizing and pairing all work together to create these. Which is one of the great benefits of hiring a designer, you won’t have to guess to learn how to do it yourself.

But for those of you that want to learn more and try it yourself, use this guide to help you step by step. So, where do you start? How do you know which ones go together to create the look you want?

Use this guide for determining the personality and purpose of different types of fonts.


Masculine, rigid, strong
Perfect for men’s fashion, a brand with big personality
Examples: Uniform, VerbTT Firs


Classic, structured, high end
Perfect for Lawyers, fashion, or classic brands
Examples: PT Serif, Strato Pro, Adagio


Classic, Vintage, structured
Perfect for writers, scrapbooking, magazines
Examples: Museo Slab, Rockwell, Adelle


Feminine, classic, soft
Perfect for Calligraphers, weddings, artists
Examples: Botanica Script, Thirsty Script, League Script

Different styles of fonts and how to choose one for your brand. On

Actions steps for you:

1. Choose a font(s) for your logo

This will determine your brand's main mood/personality, so choose this one wisely. Start by writing down some words that describe your business. What do you want people to think when they see your business? This should reflect your brand's personality as it will be the “storefront” of your business.

2. Choose your secondary font

This will likely be used for titles, headers and possibly your navigation on your website, buttons, links etc. This should have less personality than your logo font, and should also be easy to read. This font will need to compliment your logo font, and body copy font, not compete with it.

3. Choose your body copy font

This needs to be a clean and classic font, that is highly readable. It can be either a serif or sans-serif font. If you do anything, stay away from script, humanist, fancy, ornate, or decorative fonts. These are all very difficult to read in paragraph formats, and will end up making your brand look unprofessional. This font should match the overall look and vibe of your brand, and needs to go with your title fonts, and logo.


If you have an Adobe Creative Cloud account, you can access Typekit which has thousands of fonts you can use in your Adobe programs.

The other thing I love to do when searching for a font is to go to MyFonts, and look under their Special Offers section. You’ll find fonts for up to 95% off their original price. It’s a great way to get an entire typeset for an affordable price.

Choosing fonts are no small task, and it can take years for a professional graphic designer to perfect. But hopefully, this will help you create a brand you love and reflects your business.

If you have any questions, or would like my opinion on your font choices, leave a comment below!