Font and brand identity, the psychology behind your “font”

How do you choose a font for your brand? This often requires more thinking than you would expect. This is because there is a psychology behind it.

Brand identity

Different letter types evoke certain associations in the mind of a reader. The letter type is, therefore, an important but often overlooked factor for the alignment of the brand identity. A brand becomes stronger if the letter type logically fits the positioning. A font of course not only influences the feeling of your customer, but it is also an important factor for the readability of your texts.

Free fonts with Font Bundles

A font can be printed in thick or thin, loose or connected, simple or complex, large or small, a letter or no letter. I created 3 alternative logo designs to give you an idea. Try it yourself with Font Bundles you can get free fonts that will help you to create the best and most eye-catching logo possible! They have the highest quality fonts from independent designers. 

Feminine appearance

Another consideration for determining your font is the thickness and size of your text. Light fonts are often used with brands with a “softer”, more feminine appearance where design and style are more important. Bold fonts give a strong appearance and are mainly associated with strength and masculinity. Sollasy is a cute and whimsical handwritten font available on Font Bundles that will put an adorable spark on any design idea. It has a playful charm and gives a softer feminine look.

Strong presence

If you prefer to create a strong powerful presence you can choose another free font from Font Bundles called Herina. It is an uppercase Serif font with a modern look and a no-nonsense feeling. In recent years, the Serif font has become increasingly popular with brands. The use of capital letters in your brand identity attracts attention and ensures an influential, dominant image. Other brands opt for a large, strong presence in the market with logos in often bold capital letters. Some examples of these logos are: DIESEL, IKEA and Calvin Klein.

Fonts and cognition

Another crucial factor when choosing your font is the effect on your cognition. By this we mean the readability and reading speed of a text. Not only the font influences this, but also the line length, letter distance and color contrasts in your communication. Recent research has shown that the font size influences the readability of texts. This is especially applicable to website texts and to a lesser extent to logos. Nafeeza is a modern script from Font Bundles perfect for logos, wedding invitations, posters, and t-shirts. It is modern and playful and sparks your interest.

Uppercase or lowercase letters

We see countless letters every day. The majority of the letters that we see are – logically – lowercase. This, in turn, has an effect on the way in which our brains respond to small and large letters. Because we are so used to lowercase letters, this creates a sense of commitment. Lowercase letters, therefore, radiate trust and kindness. There are plenty of examples of well-known brands that use lowercase letters as logos. Such as Facebook and Amazon they want to convey an accessible and familiar feeling to their customers with small letters in their logo.

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