- Welcome back to episode five
of our Branding Your Business series.
I'm Jess, and I'm a design educator here at Canva.
In this episode, we'll be breaking down
how fonts can be used, to convey brand personality.
(upbeat music)
So now that we know our colors, is time to look at fonts.
Let's hear from our design school experts,
how fonts help brands convey personality.
(upbeat music)
- Different fonts evoke different emotions.
So when it comes to finding the right font for your brand,
you want to make sure it fits your personality.
After all, it's not just about what you say,
it's about how you say it.
- Finding the right typeface comes back to understanding
what you want to communicate, who you are,
and why you're communicating in this way.
You can be big, and loud, and proud, and brash.
But if you are a minimal mid-century furniture company,
that probably won't feel right for you.
Typography is the opportunity to connect the dots
between who you are,
and how you articulate that into the world.
So I think, think of it as another opportunity,
like the logo, and the identity, and the color system,
to express a little bit of your personality,
which will come to life through the language,
but also through the typeface choice you make.
- Typography sends a message to your tribe,
about what they can expect from you.
So choose a font that reflects your brand's personality.
If you're a wedding photographer,
you might want a script font, which feels romantic.
If you're a financial firm,
you might want a serif font, to convey reliability.
Once you have a logo font,
you'll need a complimentary headline,
and body copy font,
to use consistently, across all of your designs.
Consider how you format your type too.
All caps can feel authoritarian.
Sentence case can feel more friendly.
Ikea chose all caps to cement position as a powerhouse,
while Amazon feels more fun and approachable.
Find the right font for your brand,
and give your words the personality they deserve.
- So yes, font choices matter.
And it's important to set the right tone
with your font choice.
Which note would you rather receive?
There are three font categories that you need to know about:
serif, sans serif, and display.
Display fonts are designed for headlines,
that can be bold, cute, elegant, or downright quirky.
Because they have so much personality,
they're best in small doses.
Decide on a style that expresses your brand personality.
Then pick a font that resonates with your brand.
Next, you'll need to pick complimentary fonts
to match your headline font.
There are many suggestions to get you started in Canva.
We asked Steph for some tips
on how to use Canva to help you choose your fonts.
Click the link in the description,
or scan the QR code on the screen to access the workbook.
- Okay, so let's look at choosing a font.
Turn to this page in your workbook.
Firstly, I'm gonna show you a really quick shortcut to use.
By pressing the letter t,
you'll bring up a text box on your screen.
Now that I've got that, I can click and change my font.
I'm gonna be choosing a primary font for a bakery.
And I want this bakery
to really speak through its typography.
So by choosing a font that's really playful,
I think this will be a really good branding choice.
So I can double click on the font here,
and go to the font selection.
One of the things I love about Canva,
is how many fonts you can choose from,
and how many font sets are available.
So I really like this font called Brasika,
and I'm just going to select that.
And as you can see, my text box has changed.
So I'm just going to make that a little bit bigger.
And I think in this workbook,
it would be great to start naming your fonts.
So I will call it Brasika.
And that, to me, speaks really well for a primary font.
I think it's got a lot of personality.
Now I'm going to choose a secondary font.
I'd like this to be very simple,
so it's not competing with the primary font,
which is one of the rules of pairing fonts.
Now I'm going to select the shortcut here,
by clicking t on my keyboard, to bring up a text box.
And if you need some font pairing inspiration,
you can click on the text menu,
and scroll down to find some suggestions.
So here we've got the text menu,
and there's so many different options to choose from.
There's even some color combinations at the top.
But if you scroll to the bottom here,
you'll see some primary fonts,
and what complimentary font would be for the secondary font.
So as you can see, this one here, love, peace and joy,
for a secondary font, is really simple,
so it's not competing with the primary font.
I think for this brand,
I'm going to choose a really simple font
called Open Sauce Semi-Bold.
And I'll just name that.
And there we have it.
We've got two fonts here that work really well together.
Thank you.
- That wraps up this episode on all things typography.
So now we know your font choice can become synonymous
with your brand.
In the next episode, our series continues
by exploring how to style your imagery and graphics.
This is a great one,
so you don't wanna miss it.
Don't forget to subscribe,
so you are notified when it goes live.
See you next time.