The Art of Choosing the Right Fonts For Your Brand

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I'm Christiana

If you ask those closest to me, they'd tell you I'm also the go-to friend to sit down with over a glass of Sauvignon Blanc to dish all things dreams, business, and design–with a side of encouragement when you need it most.


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You’ve started your business and now you’re ready to make sure it looks as sophisticated and elevated as possible. One of the most overlooked elements of branding is typography. Choosing the right fonts for your brand can be difficult if you don’t have a design background.

Selecting the right fonts for your brand is an important decision that can have a significant impact on how your brand is perceived.

With the right research and understanding, you can find the perfect font for your creative business. Let’s dive in and explore how to choose the right font for your brand, and look at some modern and elevated fonts that will take your brand to the next level.

What to Keep in Mind When Choosing the Right Font for Your Brand

Understand your brand personality

Your brand personality should inform your font choice. If your brand is playful and fun, you might choose a more whimsical font. If your brand is more serious, you might choose a more traditional font.

Consider readability

Your font should be easy to read, even at small sizes. Choose a font that is clear and legible.

Keep it simple

Simple fonts are often more effective than complex ones. Avoid fonts that are overly decorative or ornate, as they can be difficult to read and distract from your message.

Think about scalability

Your font should be able to be scaled up or down without losing quality. Make sure to choose a font that looks good at both small and large sizes.

Be consistent

Once you choose a font, use it consistently across all of your branding materials. This will help to build brand recognition and create a cohesive visual identity.

Consider your target audience

Different fonts can have different cultural connotations, so it’s important to consider your target audience when choosing a font. For example, a font that is popular in one culture may not be as well-received in another.

Get feedback

Show your font choices to others and ask for feedback. This can help you to make an informed decision and ensure that your font choice resonates with your audience.

Choosing the right font for your brand requires careful consideration and a deep understanding of your brand’s personality and target audience. By following these tips, you can choose a font that effectively communicates your brand’s message and helps you stand out in a crowded marketplace.

Types of Fonts for Your Brand

Serif Fonts for Your Brand

Serif fonts are classic and traditional in nature, but can also be modern at the same time. They have small lines at the end of a stroke in each letter, making them easy to read on screens or print materials.

So, what makes serif fonts so special? Well, for starters, they’re super versatile. With all those little flourishes and details, they can take on all kinds of personalities – from classic and traditional to modern and chic. They’re like the chameleon of the font world, adapting to whatever style you need.

For that reason, serif fonts are like a tailored blazer – they’re timeless, refined, and always make you look put together while easily pairing with many different aesthetics. And just like a blazer, serif fonts have little embellishments that give them a classic, sophisticated look.

Serif fonts are great for more conservative brands such as financial advisors or law firms because they give off a feeling of professionalism and trustworthiness.

But that’s not all – serif fonts also add a touch of personality and charm. Those little serifs might seem like small details, but they can make a big difference in how a font looks and feels. They can make text feel more elegant, more refined, and more elevated.

And let’s not forget about history – serif fonts have been around for centuries, dating back to the days of Gutenberg and movable type. That means they have a certain timeless quality that can give your design a sense of history and gravitas.

Sans Serif Fonts for Your Brand

Sans serif fonts are modern, sleek, and always on-trend. They don’t have the little “feet” or decorative elements on the ends of the letters like serif fonts do, which gives them a clean, minimalist look.

Think of them like the jeans and a t-shirt of the font world – classic, versatile, and always in fashion.

So, what makes sans serif fonts so special? Well, for starters, they’re really easy to read. Since they don’t have all those extra embellishments, our eyes don’t get distracted and can focus on the letters themselves. That’s why you’ll often see sans serif fonts used for body text on websites or in magazines – they’re clean and crisp, and they get the job done without being distracting.

But just because they’re simple doesn’t mean they’re boring. In fact, sans serif fonts come in all shapes and sizes, from tall and skinny to short and chunky. Some are sleek and modern, while others are a little more playful and whimsical. That means you can find a sans serif font that fits your brand’s personality, whether you’re going for a sophisticated vibe or a more lighthearted feel.

Script Fonts for Your Brand

Script fonts are an elegant way to add a bit of flair to your creative business. These fonts mimic handwriting with their cursive-like style that is perfect for logos, invitations, or any other type of printed material.

Script fonts are like a cute sundress – sweet, feminine, and oh-so-pretty.

Script fonts have a flowing, graceful look that can convey luxury or high-end products/services so they are great for businesses like beauty or fashion brands and are perfect for things like wedding invitations.

While origins of script fonts originate from the early days of writing, today, script fonts come in a wide variety of styles, from classic and formal to more modern and playful. Whether you’re going for a traditional look or something more contemporary, there’s a script font out there that’s just right for your project.

Display Fonts for Your Brand

Display fonts are bolder than serif or script fonts because they are meant to stand out from other text and draw attention with their unique shapes and styles.

These are like a statement coat – they’re bold, eye-catching, and make you stand out in a crowd.

Display fonts have a big, bold look that’s perfect for things like headlines, posters, or logos when you want to make a statement about your brand identity and turn heads.

Font Duos

Some font designers offer pre-paired fonts, this is a great option for the business owner who wants a little help pairing fonts. Here are a few of my favorites.

No matter what type of font you choose for your brand, make sure it reflects who you are as a company so that when customers see it they know exactly what kind of brand they’re dealing with! Whether it’s modern serifs, romantic scripts, or bold displays – finding the perfect font for your creative business is just one more way to elevate your brand identity!

Thank you for reading! I am so happy you’re here!

If we haven’t met yet, hello! I’m Christiana Nicole—Brand Strategist and Showit Website Designer for creative entrepreneurs and intentional small business owners, like yourself! The driving force behind Briarcroft Lane will always be empowering women to experience the euphoric feeling of certainty and confidence–in themselves and their business. 

For more branding, website design, and business content and resources, here are a few ways that I can support you in your branding & website journey:

Subscribe to Sunday Style & Strategy. On Sundays, I send out my weekly newsletter featuring business, marketing, and design tips and resources you’ll actually use. Delivered straight to your inbox plus what we’re inspired by and obsessing over this week. Subscribe for actionable strategies, design inspiration, and business resources, every Sunday!

Read the Briarcroft Lane blog. The modern founder’s one-stop-shop for all things business, branding, and Showit website design. Need a recommendation on what to read next? If you liked this post, I think you’d enjoy How to Design a Website That Converts or The Power of Branding.

Browse The Resource Edit. Over the years, I found myself recommending the same business tools, educators, and products to my clients and friends. I wanted a place I could share everything that has supported me in my business with friends like you. The Resource Edit is my library of free resources, business tools, favorite digital products, podcast and book recommendations, and my personal must-haves (for work and life). Don’t tell the others, but it might be my favorite page of my website!


Using my background in design, marketing, and business, I break down branding and website design into a collaborative, insightful process for female founders like you. A process that not only leaves you with an elevated, thoughtful brand and website built to connect and convert, but also with the clarity and courage to show up confidently as the expert you are.

Whether that looks like a custom branding or Showit website design project or my expedited experiences The Brand Blueprint and The Online Presence where we create your brand or website in less than a week, I’d love to work with you! Will you be my next client?

Don’t be a stranger! You can email me directly at hello@briarcroftlane.com or send me a DM on Instagram. Thank you so much for stopping by and I hope to see you around here more often!

xo Christiana