Designing the Ideal Font Palette

As both a small business owner and an experienced freelance graphic designer, I have a deep understanding of how vital a strong brand is – it reinforces my business’s personality and connects with my ideal audience. A crucial element of that is the typography in my designs and marketing materials. I don't want to choose a trendy font just because it’s popular or I like it – there’s so much more to consider.

When working with my clients, I put a lot of thought into font selection. The connotations of the font are important: Does it feel playful? Serious? Elegant? I provide a mood board of typography styles that I feel align with their brand voice. Will a minimalist, sans serif, handwritten, or bold and modern font work for the brand's voice? Legibility also factors in so that it’s easily read at smaller sizes for things like social media and print pieces. 

Brand assets like digital, stationery, reports, and advertising will often use a few fonts, each with their own size range and color. We can get a bit more creative with these “secondary” fonts, too.

As with all elements of branding, I’ll create a cohesive “font palette” that we use consistently across all touch-points for brand cohesion and recognizability, which is the ultimate goal and key to every successful brand.