Brand Identity: The Importance of Fonts and Colours
Visual elements like font and colour are essential to your brand. Not only do they set you apart from the competition, but they let your customers know about your identity and brand values even before they look you up online.
With a strong brand identity, you can start to establish loyalty from your customers. And it all starts with your look. When you choose consistent colours and fonts, ones that represent who you are as a company, your customers will be more likely to remember you.
At Creative Coco’Nuts, we’re here to help you develop the brand identity that’s right for your business — starting with fonts and colours!
Brand identity
The best way to get started is to determine what your brand identity is. Your brand identity is the way your customers perceive you, the values you hold, and your mission. Are you a modern, sleek, innovative business? Do you focus on creativity and fun? Is your business down-to-earth and sustainable?
Our design team can help you develop a brand identity that is perfect for you. Once that’s established, we’ll choose fonts and colours that fit in with the tone and identity of your business.
Fonts
With thousands of fonts to choose from, it can be overwhelming to choose one.
You need a font that is unique, legible, and most importantly, representative of your brand.
Your font should also work on all the platforms you use (your website, social media, email marketing, etc.).
Our design team is here to take the pressure off and make sure you get the best font for your brand. We can even create a custom font from scratch.
It’s important not to overwhelm customers with too many fonts, but you still need to differentiate between different kinds of text through font. We recommend choosing three fonts: a different font for your headings, subheadings, and text body. This is interesting for customers to look at and it automatically organizes your text.
Font Types
There are six main font categories: serif, sans-serif, slab serif, script, handwritten, and decorative. Font type can change how you come across to customers, so our design team will pick a font consistent with your values and main message.
Serif:
This font style is perfect for a traditional and professional look. It conveys trustworthiness and respectability.
Sans-serif:
Perfect for clean lines and a minimalistic brand. Show customers that your brand is efficient and qualified.
Slab serif:
If you’re looking to make a bold statement, go with a slab serif font. You’ll stand out from the crowd and show customers that you’re confident, quirky, and unique.
Script:
For a more elegant finish, choose a script font. Because these fonts imitate calligraphy and handwriting, choosing this option will show customers that your brand is one-of-a-kind.
Handwritten:
This is the perfect choice if you want to appear whimsical and fun. Show customers how approachable and creative you are!
Decorative:
If you choose a decorative font, your brand will stand out as cutting edge, dramatic, and highly customized. Letters can be designed to look like your objects/products and create a more interactive experience for customers.
Colours
Choosing a colour may seem insignificant, but colours have been shown to create strong emotional reactions in individuals. They also increase brand recognition! For example, visualize Home Depot, Staples, and the Dollarama. Their colours, orange, red, and green, instantly come to mind.
When it comes to choosing the right colour for your brand, you have to consider what emotions you want your customers to feel when they look at your brand.
Do you want to excite your audience? Energize them? Choose a colour that is brighter (something neon, hot pink, bright red, etc.).
If you want a more soothing effect, choose colours with a lower opacity (for example, pastels).
Here is a list of emotional responses generated by specific colours:
Red:
passion, power, excitement, adventure
Orange:
Youth, confidence, happiness, creativity
Yellow:
Wisdom, optimistic, playful, friendly
Green:
Health, nature, relaxation, harmony
Blue:
Honesty, trustworthiness, integrity, loyalty
Purple:
Beauty, mystic, inspiration, luxury, sophistication
Brown:
Reliable, genuine, wishful, dependable
Black:
Authoritative, refined, strong
White:
Innocence, light
Choosing adjectives to describe your brand can be a helpful way to get started. Joyful might be a light yellow. Invested might be a navy blue.
Once our design team creates a unique combination of fonts and colours for your brand, your values will pop and your brand will become more recognizable.
