Visual Identity II: Typography

Typography is one of the powerful elements of the company’s visual identity. However, oftentimes, typography is often overlooked by clients, especially start up companies. Clients would come to me and ask for a logo but rarely would they provide a chosen typeface. If you ask me, this is the second thing you should determine after defining your target audience.

To determine the typefaces or fonts, let me share some tips.

1. Defining Style - Font Pairing

The tactic for defining the style of your typography as a whole is to select a different font for the title and paragraph. This way, it will break the monotony of the text content. For example, you can use a Serif font (with small lines and feet) for the title and Sans-Serif font (without small lines and feet) for the paragraph for easy reading.

2. Google Fonts

The next thing I will do is to check typefaces in Google Fonts. Simply, they are free to download and they are available on website builders.

3. Check if it is available on a website builder like Hostinger.

Before downloading the font, I'll check if my chosen fonts are available in the website builder that I am using. If they are available. Then I'll go back to Google Font to download them. This way I can keep consistent across media like web, prints and videos.

Sample

In this font pairing on the image above. I used Open Sans and Helvetica. Although Open Sans is a San Serif, I find Open Sans artistic that’s why I used it for titles. For the paragraph, I selected Helvetica because it is simple and clean. They will work well especially for technical diagrams and product catalogues with lots of technical specifications.