If you want visitors to recognize and trust your brand when they see your marketing campaigns, you’ve gotta be savvy with the fonts you use. So, how can you build a recognizable brand with your typefaces? This guide will teach you about the different typeface categories and how to use ‘em to make your brand stand out. Typeface Categories and Their Meanings Fonts fall into four categories of typefaces—serif, sans-serif, slab serif, and script. Each group triggers different feelings, reflecting your brand and its tone. Let’s see what they’re all about. Serif Image courtesy of OpenClassrooms Serif fonts have divots known as serifs at the end of each letter’s strokes. These typefaces give off a classic feel, so you’ll see them used a lot in long-established and formal brands.
Fashion magazine Vogue has been in business for more than 100 years. Here’s how the publication uses a serif in its logo: Image courtesy of Vogue/Digital Trends Sans-serif Image courtesy of OpenClassrooms Sans-serif fonts don’t have any of those serif divots at the end of each letter stroke, resulting in a more modern look. A study of over a million web pages found that 85.5% use sans-serif typefaces in both their header and paragraph text. You’ll see sans-serif fonts used by brands shooting for a contemporary feel, like iTunes: Image buy email list courtesy of iTunes/Digital Trends Slab Image courtesy of OpenClassrooms Slab fonts have super thick letter strokes and come with or without serifs.
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Brands like Honda use them to give a bold impression: Image courtesy of Honda Script Image courtesy of OpenClassrooms Script fonts use curvy lettering with connected strokes to resemble handwritten cursive letters. These typefaces give off an elegant feel. Some brands also use them to communicate femininity, like Barbie: Image courtesy of Barbie/1000 Logos How to Boost Brand Recognition Through Your Typefaces Now that you understand the four typeface categories, how can you use that knowledge to make your brand more recognizable?