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Choosing Web Fonts by Personality
09/20/12


When you think about the web design process chances are you think color, pictures and layout. But the typography of your logo and web site - the choice of fonts and formatting of the text - is just as important. Good typography is attractive, professional and readable. It’s the little bit of polish your site needs to make the best possible impression. This is why great designers spend time considering the fonts used for your web logo and content.

Each font has its own personality, and your logo is the place where that personality can really shine. What sorts of traits can your logo communicate to a customer with the right font choice?

  • Corporate/Professional: Many corporate sites in consulting, accounting and law choose serif fonts for their logos. Serif fonts are reminiscent of books and newspapers and carry a traditional, trustworthy feel. (Well known fonts include: Times New Roman, Baskerville, Bookman)
  • Elegant: Sites that are all about elegance often use script fonts of some kind. The curls and flourishes of script fonts can be a great choice for high-end dining establishments, fashion brands and other lifestyle companies. (Well known fonts include: (Well known fonts include: Brush, Monotype Corsiva)
  • Modern: Brands that want to be seen as modern and forward thinking may choose a sans serif font. The sleek, simple look that sans serif fonts have are great for technology companies, web-based firms and other companies that want to be seen as current. (Well known fonts include: Helvetica, Calibri, Tahoma)
  • Friendly: Brands that want an approachable, personal feel often use a handwriting based font. A casual, handwritten look to your logo can be a great way to welcome new visitors. Of course, how friendly the logo appears depends on how friendly the handwriting is. (Well known fonts include: Kristen, Lucida Handwriting)
  • Masculine/Feminine: Some fonts have decidedly masculine or feminine styles to them. If you know who your target customer is, you’ll be able to see if a font is a match or a mismatch as far as gender.


On the other hand, your choice of font can also have some unintended side effects. For instance, many small businesses start out with a do-it-yourself logo, which often uses one of the common fonts bundled with your word processor (Arial, Times New Roman, Garamond, etc.) While these are great, flexible fonts for everyday use, they’ve become so common that using them for a logo takes away from its visual impact and makes it feel a bit tired and outdated.

The fonts you choose for your website can do a lot to enhance your brand. If your logo and website are ready for a fresh new look, give us a call!

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