How To Choose Fonts That Reflect Your Brand Style

It is certainly undeniable that fonts have always been an integral part of a company’s brand style

This is why so many business owners are considered with the kinds of fonts they need to use to make their brand known. Here is how to choose fonts that reflect your brand style.

1 – Understanding Fonts

Best Font Types For Logo Design

Understanding fonts is the first step that you must never overlook when choosing fonts. 

It is crucial that you know the difference between the various types of fonts because this will help you select the ones that are most suitable for your business and the most appropriate for your brand style and image. 

There are four main types that you could divide the fonts into:

  • Serif: The more “traditional” fonts that usually have “feet” which give the fonts a grounded look. These include Times New Roman, Cambria, Rockwell, Baskerville, and others.
  • Sans Serif: The more “modern” fonts that usually don’t have “feet” which makes them look cleaner. These include Helvetica, Arial, Century Gothic, Corbel, Montserrat, and others.
  • Script: The handwritten or cursive fonts that could be divided into readable and unreadable ones (unreadable are mostly used as a first letter only). These include Yellowtail, Lavanderia, Freestyle Script, and others. 
  • Display: The decorative fonts that have the so-called “Display curls”. Such fonts need to be used sparingly because they are not so unique. These include Pinewood, Betty Noir, Curlz, and others.

2 – Identifying Goals

Psychology Of Fonts

Now that you know about the types of fonts, it is time to identify the goals you will be pursuing when choosing the fonts. 

After all, it’s not just about selecting the fonts but also about understanding how to choose fonts that fit. Here are some questions you could ask yourself to identify your goals:

  • What is my company’s image? Have I already developed a vision for my company? Am I happy with this image, or do I want to change it?
  • Does my company have a brand logo? If not, how am I going to develop my brand’s logo and am I choosing a font for my brand logo too?
  • What is my audience like? What does my audience value? Where does my audience come from? Am I happy with my audience, or do I want to change it?
  • What are the qualities that I want my fonts to emphasise? Is it reliability? Is it stability? Is it creativity? Or maybe it is something else?
  • How would I describe my brand? How would my employees represent my brand? How would my customers describe my brand?
  • What are my priorities, values, beliefs, interests, etc.? How are they connected to my brand and do I want to connect them to my brand?

3 – Font Type

Fontforge Software

After identifying the goals, you will be able to start the process of choosing your font. 

First of all, you will need to choose your font type. 

This will be your starting point from which you will move onto choose other aspects of your font, such as your font style, colour, and so on.

The font type you choose will depend on the qualities you want your brand style to have (or the qualities it already has). 

If you’re going to seem traditional or serious, Serif is the one for you. If you want to appear modern or “clean”, Sans Serif is your primary choice.

If you want to seem friendly and inviting, Script might be the one.

You could always create a new font (this would often be the direction to go if you are looking for an original Display font), but choosing from the available fonts is still the most common path business owners take because it is fairly easy and much cheaper.

4 – Font Style

Revista Cool Font

Once you have decided which of the four font types you will use, you can now decide on the font style. 

This is the “type” of font you will be using but calling it “type” right now might be confusing, so it’s just what it is – font style.

Many new companies try to choose from the fonts that are rarer, but you could still use the good old Times New Roman if you chose Serif, Arial if you want Sans Serif, or Lavanderia if you chose Script.

In addition to that, consider whether or not you will be choosing several fonts. 

Perhaps you might want to stick only to one of them and use it consistently in your content

On the other hand, you might realise that using two or three fonts can bring variety while still maintaining consistency.

5 – Brand Voice

Arcido Branding Voice

Brand voice is somewhat similar to your brand style, but while the first one is mostly textual, the second one is more visual. 

And fonts are closely connected to your brand voice because they are what makes your text stand out.

However, this does not mean that you need to disregard the process of creating content. 

Choose a writer from the review service Online Writers Rating to write content for you. This will ensure that you are working with a professional who knows their job and will be able to keep the quality high.

Explain to the writer what kind of brand voice you want your business to have. 

This will need to correspond to the font you chose and the brand style you currently have (or want to have if you are planning to change it).

6 – Font Colour

Baro Font Download

With the font (or fonts) ready, you will now need to decide on the colour (or colours) you will be using. 

Once again, these depend on such things as your brand style and your goals as well as your priorities, target audience, etc.

The colours you use in your fonts will determine what kind of emotions your audience gets when looking at your brand logo, content, and so on, wherever you use these fonts. 

Consequently, it is imperative that you take into account that dark blue, for example, inspires professionalism while yellow makes people happy.

Charity Branding Logo Design Mind

If one of the reasons why you were choosing fonts were that you needed one for your brand logo, your next step would have to be… working on your logo design

While this is an extensive topic and deserves a separate article, it is still worth mentioning this step because it is inevitable that you will need to work on the logo at some point.

More often than not, businesses with brand logos that have Serif or Sans Serif fonts also have content written with these same fonts. 

This simply means that you will have even more consistency, and your brand style and image will be easily recognisable

However, it is also typical for companies to have separate fonts for the logo and the content.

8 – Additional Imagery

Bubbly Font Design

Additional imagery concerns both your brand logo any other visual content you are planning to use that will also have fonts and will be related to your brand style. 

This means that it is essential that you think through the difficulties and challenges you might encounter when trying to use imagery along with the fonts you chose.

Consequently, think of how your chosen fonts might affect your visuals and whether or not they might be in conflict with each other. 

After all, it’s always great to look into the future and think ahead. 

Try not to focus on the downsides, but don’t overlook the issues that could potentially be problematic. Find that balance, and you will be all good.

9 – Creating Versions

New Microsoft Logo Brand Evolution

It’s always good to have an alternative even if you are positive about a particular font. 

This is precisely why creating other versions of your brand logo, brand visuals, and the fonts you use in them is practically essential for you.

Keep in mind that you will need at least one or two other options besides your initial one. 

This means that you will be able to make a more objective choice in the end after getting feedback from your team and weighing all the cons and pros of every font.

10 – Final Choice

Neue Helvetica Font

Last but not least, you will need to make your final choice. This is probably the most crucial step of all because this is when you will actually choose a font for your brand style, so take it as seriously as possible.

Remember that, as mentioned earlier, getting feedback from your team is crucial. 

You can also talk to experts in the field to get some professional advice, but don’t forget to follow your heart too even after considering all the advantages and disadvantages – if you are not happy with the font, it won’t help you much.

Final Thoughts

To sum up, every font is different, just like every company is different. 

Try using different fonts until you find the right one and don’t forget to use the tips in this article for the process to be faster and more efficient.

Author Bio: Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves travelling and speaks Spanish, French, German and English.


The technology stack you choose is one of the factors that determine the success or failure of a potential web application. Development may be a hard and risky process because designing a software product is not only about having a convenient UI with an appealing UX but also ensuring that the product is stable, secure, and easy to maintain.

The technology stack you choose is one of the factors that determine the success or failure of a potential web application. Development may be a hard and risky process because designing a software product is not only about having a convenient UI with an appealing UX but also ensuring that the product is stable, secure, and easy to maintain. As a result, not only should your web product be accepted by the customers, but it should also allow you to scale and otherwise adjust it according to your business needs.

Simply put, a technology stack is a combination programming languages, frameworks, libraries, and other technologies that bring your product, in this particular case – your web application, to life. Regardless of the target platform, applications have two main sides: the frontend, which is the side your clients see, and the back end, which is the server side of an application which is hidden from users.

Frontend and Backend Development

Some of the common tools used in frontend design include HTML (HyperText Markup Language), CSS (Cascading Style Sheets), JavaScript, and TypeScript, among others. In addition to these programming tools, developers often choose specialized frameworks – which are prewritten packages with standardized code – to help create an impressive frontend.

In plain terms, the back end refers to all the logical components that ensure the work of the application, excluding the “visible” part that a user can interact with. According to the most common classification, the back end is made up of a web server, a back-end application deployed on that server, and a database.

Depending on your needs and available resources, you can write server apps in Python, Java, Ruby, C , Go, Erlang, or several other languages if they suit your needs better. Instead of developing the server app from scratch, you can choose from a number of web development frameworks and libraries, which makes development a cinch.

Databases store and organize information for easy access by the app users with the help of various APIs. Popular databases include MySQL, PostgreSQL, MongoDB, and Redis, among others.

With so many tools, programming languages, app development frameworks, and databases, it might be challenging to pick the right technology stack for web application development. Below are the factors you should consider:

The App You Are Developing

The app you need to develop will influence the technology you use. For instance, a medical app will need increased security, file sharing features, and video/audio streaming functionalities. As such, you will need to pick a heavy-duty programming language – one that easily handles high load.

Start by deciding upon the technology stack components based on the requirements of the app you are going to develop. Note that you can use a combination of different technologies, but you can choose web development frameworks, libraries, and modules only after selecting a programming language.

Project Size

Small projects are easy to plan and complete. As a project gets bigger, its complexity and need for a broader stack also increases. Before you start, classify your project as small, medium, or large. Small projects include portfolios, single-page apps, presentations, magazines, and other web solutions that you can implement with simple design tools such as Webflow or Readymag.

Medium-sized projects include online stores and online financial enterprises. These projects have more features and therefore require a larger combination of technologies to develop. In most cases, you will need specialized frameworks or libraries to complete these projects. You should also consider using third-party cloud services, for instance, Amazon Web Services, to aid the development process and your app’s functionality.

Large projects such as social networks and marketplaces require speed, scalability, and serviceability. A project this big will require a sophisticated assortment of tools, programming languages, and different technologies to build a multifunctional and convenient app with high performance, security and responsiveness. When choosing a technology stack for a complex project, consider the whole set of its requirements and find a balance between the number of included features and the app’s performance. Keep in mind that the customers won’t use your app if it takes forever to load or process a simple user query.

Launch Date

Do you need to launch your software as soon as possible? If so, consider a minimum viable product. Choose the proven solutions that cut the time it takes to develop an MVP of an app. For instance, you can pick Ruby on Rails framework that grants you access to multiple libraries in order to save you time. Another great tool is the RubyGems repository which allows you access to a collection of ready-made features you might need for your app. If RubyGems doesn’t have the feature you need, you can always get one created by an expert on Ruby Community.

If all you need is adding functionality to your app, consider integration with third-party software. These ready-made solutions may be paid, so they raise the development costs but save you the time (and, as a consequence, some money) you’d otherwise spend creating the required functionality. Another method to reduce the development time and improve your app’s functionality and performance is the use of additional frameworks, libraries, and modules. These tools are specifically made to fit particular development purposes, and they extend the capabilities of the programming language you have chosen for the technology stack. This way, the well-selected addition of ad-hoc technologies is one of the key parts of planning a stack for web app development.


Even when you do not plan to grow your business rapidly, it is advisable to pick a tech stack that allows you to scale efficiently. Scaling can be vertical, where you add extra functionality enabling your software to handle new tasks, or horizontal, where you add processing units so that your app may handle a larger number of users simultaneously. Some tools with excellent scalability include Ruby on Rails, React, Node.js, and Golang.


All apps require high security, especially if they deal with personal data including lists of email addresses, passwords, real names and postal addresses of users. The security requirement gets much higher and becomes a primary concern if your software processes and stores such confidential data as personal health records, payment information including card numbers, or other data that may be used with malicious intent. Whether you are developing a health app, an online store, or a simple social app, your customers or any users of your app will need to know their data is protected. A tool such as Ruby on Rails provides Digital Subscriber Line, DSL, which helps you configure your app’s content security policy.

# When developing an app, ensure that:

# app interactions are carried out using an API;

# access to the API is limited by tokens;

# each access to the app has to be authorized;

# any access from the Internet should be handled by the API;

# backup is performed regularly;

# if developing a medical app, it is HIPAA compliant.

Save on Expenses

Some of the tools you use when developing an app might be expensive. To save on expenses, ensure that your technology stack specification is clear and easy to understand. If you choose to outsource the project, offer clear project specs to allow the developer to make precise estimates.

Again, whether you are developing your app or outsourcing it, create an MVP, and test it. Note all the errors that occur when testing the product and correct them during the development phase. Where possible, only choose ready-made solutions and frameworks. This will not only save you money but also reduce development time. During the web app development, consider cloud hosting, which is more convenient and less costly. You need to think the entire web app development process in advance, from idea to launching and running the app.


Despite the fact that the capabilities of hardware and software are rapidly evolving and, thus, providing better functionality and performance for the needs of program developers, there is still no single fit-for-all technology stack. Some of the stacks are already well-established, tested and have proven their effectiveness for specific purposes, while others are experimental, risky, or unbalanced, for example, providing high performance at the cost of reliability.

Different web app development projects require different technology stacks; that’s why the specifics of your future product should determine the choice and number of components in the respective tech stack. If you are not sure which technology stack best fits your intended application, the best possible


When it comes to website fonts, there are so many things to look into, and it can get real overwhelming real fast. That’s why it’s best to start from the very basics before going any further.

  • Should you go for Serif or Sans: this is one of the elementary font category classifications. Based on the Roman alphabet, Serif typefaces are characterized by a decorative stroke located at the end of the vertical and horizontal strokes of the letters.

Some of the most famous serif fonts include Times New Roman and Georgia. The Times New Roman font in particular falls under the category of classic web-safe fonts. Overall, you can’t go wrong with choosing default font types such as this one, as they are usually easy to read and have been around for a long time, so lots of internet users are used to them. Still, if you’d rather try a bolder approach, then we recommend checking out fonts such as Noe Display, Freight Text or the Portrait collection. Of course, there are always Google’s serif typefaces that you can use for free, such as Playfair Display, Cormorant Garamond, or Crimson Text, to name a few.

Sans typefaces have no serifs on the letters (the word “sans” stands for “without” in French), and they are known for having a more modern and clean design compared to their serif counterparts. Helvetica, Tahoma, Verdana, Futura, and Arial are all examples of widely used sans serif fonts. As for free fonts, we suggest trying out the following for the Google Fonts free font library: Roboto, Source Sans Pro, Poppins, Heebo, or Montserrat.

What type you will choose largely depends on your target audience and the mood that you want to evoke with your font design. Generally, serif typefaces are used with the intention to bring forward a more formal and elegant tone. Though they can also be used to give an alternative look to your web page, and can often be found in magazines and within the fashion industry.

Sans fonts, on the other hand, most often symbolize minimalism, simplicity and straightforwardness. However, one of the great characteristics of sans serif fonts is that they are highly flexible. For example, if paired with an old style typeface, a sans serif can take on its qualities, in turn giving off a more traditional vibe.

  • Kerning, leading and tracking: these three design elements can be vital when figuring out the look of your typeface. These methods have the purpose of modifying the space between letters in order to get a visually pleasing and easily readable font. Kerning stands for the space between two letters, leading represents the space between lines of text, and tracking (or letter-spacing) is the spacing between groups of letters.

  • Contrast: in typographic web design, contrast is used to emphasize different chunks of text in a multitude of ways, all with the purpose of making the important parts stand out more. Different contrast types include size, weight (making certain parts of the text appear bold), color, form (for example, capital or lowercase letters) and structure (different forms mixed with different typefaces).

  • Alignment: figuring out how the text will be placed on the page is also an element that can contribute greatly to your font design. You can align your text to the left, right, or center. In addition, you can choose whether you want the text to be ragged on the right or justified.

Generally speaking, the text aligned to the left is the easiest to read.  Fully justified text is considered more formal as it lines up evenly on both sides of the margin, while ragged text has a reputation of being more informal and friendly. You can set up your alignment depending on your audience type, their expectations, and whether you have to think about the space limitations or not. In case you have to make full use of the writing space, then, by all means, go for the justified alignment. And if you want your perfectly aligned text to appear less dull, you can always divide different parts of the text by inserting some visuals or a subheading in between. If you do this, make sure to wrap your text around the images to give your page a cleaner and organized look.

When aligning your text, you should also pay attention to Line Length (the distance between the left and right side of the text block). The most effective way of measuring line length is by average characters per line. The optimal line length is from 45 to 80 characters, including spaces.