How do I choose brand fonts?

Choose fonts that reflect your business personality, are easy to read, and pair well together. Most brands use a primary font for headings and a secondary font for body text.

How many fonts should a brand use?

Most brands use 2–3 fonts: a primary font, a secondary font, and an optional accent font.

What makes a font readable?

Readable fonts have clear shapes, good spacing, and consistent stroke widths. Sans-serif fonts are often easier to read on screens.

What is font pairing?

Font pairing is the process of choosing two or more fonts that complement each other. A common pairing is a bold serif for headings and a clean sans-serif for body text.

Do fonts affect my website?

Yes, fonts influence readability, user experience, and the overall feel of your website. Consistent typography strengthens your digital presence.

Can I use free fonts for my brand?

Yes, many free fonts from Google Fonts and other libraries are high-quality and suitable for branding.

Should my logo use the same font as my brand?

Not always. Many logos use custom or stylized fonts, while the brand uses simpler fonts for readability.

Choosing Brand Fonts for Your Small Business

Typography plays a major role in how customers perceive your business. The right fonts can make your brand feel modern, classic, playful, elegant, bold, or trustworthy. This guide will help you understand how to choose fonts that reflect your brand personality and create a consistent visual identity. If you're just starting your branding journey, visit our brand identity overview.

Start with your brand personality

Fonts communicate emotion. A law firm and a bakery shouldn’t use the same typography. Think about how you want your business to feel:

Modern — clean sans-serif fonts
Traditional — classic serif fonts
Playful — rounded or handwritten fonts
Luxury — elegant high-contrast serifs
Tech-forward — geometric sans-serifs

Understanding font categories

Most brand fonts fall into one of these categories:

Serif — traditional, elegant, trustworthy
Sans-serif — modern, clean, minimal
Script — expressive, creative, personal
Display — bold, attention-grabbing, decorative

How to pair fonts effectively

A strong brand typically uses:

Primary font — for headings
Secondary font — for body text
Optional accent font — for highlights or special uses

A common pairing is a serif heading font with a sans-serif body font. To continue building your visual identity, explore creating a logo.

Readability and accessibility

Your fonts should be easy to read on screens and across devices. Avoid overly decorative fonts for body text. Consistent typography also improves your website’s user experience—learn more in branding for small business websites.

Where to find high-quality fonts

Great fonts are available from:

Google Fonts
Adobe Fonts
Fontshare
MyFonts
Canva

Where to go next

Continue building your brand with these guides:

Call us today at Phone Number or reach out to our team.