Typography can make or break the credibility of your brand and marketing materials. With just a few minor adjustments, you can elevate your collateral and convey a sophisticated and professional image. Whether you are a small start-up or a large corporation, these simple typographical tweaks can help you ensure a cohesive and consistent brand identity.
Choose an appropriate typeface
The typeface you choose sets the tone for your brand and can greatly influence how your design is perceived. Sans-serif fonts, such as Helvetica, Futura or Open Sans, are often used in contemporary and minimalist designs, as they have a clean and modern appearance. They are great for conveying a sense of simplicity and efficiency. On the other hand, serif fonts, such as Bodoni, Baskerville or Garamond, are often used in more traditional and elegant designs. They can convey sophistication, history and credibility.
It's important to choose a typeface that aligns with the tone and message you want your brand to convey, ensuring that ultimately, the typography should enhance the design, not distract from it.
Establish a hierarchy of styles
Establishing a strong typographical hierarchy is a simple way to strengthen the overall impact of your collateral and create a sophisticated and polished look. It helps create an organised and easy-to-read design. By defining different font sizes, weights, and styles for headings, subheadings, and body text, you can guide the reader's eye and help them understand the structure and importance of the content.
Remember to adhere to your brand’s guidelines to maintain consistency throughout your design. Choose a limited number of font styles, weights and styles and stick to them to ensure a cohesive and professional look that aligns with the aesthetics of your brand.
Adjust line and letter spacing
Adjusting the line and letter spacing can create a more readable and inviting design that will engage and retain the reader's attention. Line spacing, also known as leading, refers to the space between lines of text. It's important to choose a line spacing that is comfortable to read, as it can greatly affect the overall readability of your design
Letter spacing, also known as kerning, refers to the space between individual letters. Incorrect letter spacing can cause letters to appear awkward and make the text difficult to read. Make sure to adjust the letter spacing to ensure that your text looks polished and professional.
Use colour effectively
Don't be afraid to incorporate colour into your designs! Using colour in your typography can add emphasis and interest, but remember that moderation is key. When selecting colours, choose wisely to keep the focus on your message. Additionally, infusing your brand's unique colour palette into the typography will help create a harmonious look that strongly represents your brand's personality.
Combine typefaces for interest
Combining multiple typefaces into your brand's collateral can bring an added layer of sophistication and visual appeal. However, it's crucial to pick font combinations that work well together and maintain a consistent style throughout the design. At the same time, the typefaces should not be too similar to each other. By carefully selecting complementary fonts that don't clash, you can create a distinctive and attractive look that makes your brand stand out. In most cases, try not to use more than two different fonts.
You can also consider creating a signature typographic style that is unique to the brand. This can include using a custom font, personalised letter spacing, or incorporating your brand’s colours into the typography. This will help to differentiate your brand from others and create a memorable and recognisable look.
Remember, typography is a powerful tool, and with careful consideration and attention to detail, it can help to elevate your brand and set it apart from competition.
Struggling to pick the perfect typeface for your brand? Get in touch with us now!