Branding asks more of type than a logo alone. A brand needs fonts that work across a logo, a website, packaging and social posts while staying recognisable throughout.
Build a small type system
- Choose a primary font that carries the brand personality.
- Choose a supporting font for body text and longer content.
- Make sure both perform on screen and in print at a range of sizes.
Keep it consistent
Consistency is what makes a brand feel professional. Use the same fonts everywhere, set clear rules for headings and body text, and resist adding new fonts for one off pieces. Always confirm commercial licensing, since brand work is commercial by definition.
License terms vary from one font to another. Always review the license included with a specific font before using it, especially for commercial work.