The Ideal Font For Your Brand


Communication is essential.

As a small business owner, you’re learning to create relationships with new clients, establishing your offerings in numerous industries and connecting with others on a personal level. All of which involves communication.

However, speech is just a small portion of communication, a majority of it is non-verbal. This is especially true throughout brands and logo designs. Brands are constantly conveying messaging throughout the simplest of forms.

Whether you’re selecting a font for your logo or website that defines a “formal” brand, or you choose something more edgy—whatever you select is key to effective brand recognition. When you begin to realize every font is unique and the one you choose for your brand will define what your business stands for, you’ll begin to understand that fonts are more important than we truely think.

So we’re sharing three types of fonts that are well known in the design industry. We’re explaining the font and how it can help flourish your brand or logo design if selected.



You’ve probably heard of serif fonts before, but not sure what it means. Let us help. “Serif” refers to the small feet on the top and bottom of the letters and numbers from artists’ brush strokes. It’s a very distinct font. Even though this type of font has been around for centuries, it’s still one of the most popular typefaces today.  

This font exudes feelings of class and heritage, perfect for a company wanting to feel established. It works best in formal or traditional settings. We love how Fabrik Brands describe serif fonts, “They’re perfect for companies who want to build brand awareness, while demonstrating their trustworthy nature. Often, serif types are ideal for financial companies, academics, broadsheets, and editorials.”

Okay, we get it. The history may not be fun, but it’s crucial knowing the purpose behind the “serif” because it sets the stage for the type of serif fonts we utilize in a brand design. And incase you’re wondering—we love a good serif font, hence our logo.

Still wondering what a serif font looks like? Does Times New Roman sound familiar? That’s a serif font. Same goes for Baskerville and Garamond. All of these are serif fonts and help to establish trust within a brand.


Sans serif fonts developed after their father font “serif”—they’re known for being a more clean, modern and engaging font. Sans serif fonts have been around since the 19th Century and became very popular in the 1920’s. There are many subcategories of sans serif fonts, but there are a few notable brands you’ll recognize using this type of font: Calvin Klein, Chanel and LinkedIn.  

We love the sans serif font family because it demonstrates a straight-forward, simple, and no-nonsense attitude for brands. Even typography in logo design using sans serif fonts help indicate a sense of honesty and sensibility.

Sans serif fonts are seen throughout industries such as clothing companies, technology business and forward thinking businesses. These simple yet effective fonts such as Gotham, Helvetica, and Futura commonly offer a clean, no-nonsense approach to logos.


Finally, but not least, the Script font. This font is much more elegant than the serif and sans serif fonts. They derived from handwritten and calligraphy strokes, and tend to be more flexible than traditional fonts. They also evoke feelings of elegance, femininity and creativity.

There are two main categories in script fonts: formal and casual. Formal scripts are “very fluid and graceful, and often have connecting strokes. They are appropriate when an elegant, stately look is desired.” Invitations and formal announcements are perfect for this type of font. Fonts like ITC Edwardian Script and P22 Zaner are prime examples of a formal script.

As for the casual script fonts, these are more friendly and loose. The loose pen stokes evoke a warm, personal and relaxed vibes. There has been a major increase in these font over the years because of the popularity.

Yet, make sure you use the script font appropriately. Script fonts can be good for names, short headings, etc. Script fonts should not be set as paragraph copy due to readability. Using too much of a script font in a design can be overkill. Are you unsure if a script font is a good choice for your business? Contact us so we can give you a proper assessment!


Phew. Fonts can be a tricky subject. You feel everything looks the same and feels the same, yet when you begin to understand the history of fonts and what they mean, it makes selecting a font so much easier. You can pick your font based on your company’s values, mission and vision. Also, don’t forget that you’re not limited to these three types of fonts. A beautiful custom typeface or logotype could also be a great solution for your brand. We could go on and on about selecting fonts for your brand—but we’ll leave it here for now. “Thinking with Type” by Ellen Lupton is a great resource if you’re interesting in learning more about type in depth.

If you want to know more about the ideal font for your brand, contact us or email us at We’d love to talk to you about this! It’s not easy to pick, but once you have the perfect font for your brand, it makes it so much easier to sell your services and products. Talk soon!



B&M Design Co is a boutique design studio from Dayton, OH. We design authentic brands for business owners and creative entreprenuers to flourish. 🌿 We specialize in logo design, visual brand identity, web design and other design services. We know building a brand is not a simple task, so we want to extend an olive branch, a symbol of peace and victory to allow your brand to flourish.