You’re Just My Type

Choosing the right typography, especially for your brand, can be difficult. There are thousands of options and while so many are similar—some are flat out bad, or just wrong for your brand. So how does one move from “dating” fonts to finding “the one” for their brand? It’s all about being true to who you are when looking for your perfect match.

Still looking for “the one”

Looking for “The One”

Fonts go beyond aesthetics; they are a critical part of brand identity. Just like choosing the right words in a conversation, selecting the right font helps you connect with your audience on a deeper level. Like your brand’s voice, fonts have the power to convey everything from confidence and professionalism to warmth and creativity.

Some fonts can give off a clean, bold, and modern look. For example, a sleek, modern sans-serif might make your tech startup look innovative and cutting-edge.

Others can give a more studious and educational feel

It’s helpful to have a strong brand position when choosing your brand font.

Handmade, Just for You

In addition to the wealth of fonts easily downloaded to your computer, there is the option to use a hand rendered type for your brand. Hand-drawn type is a great option when trying to bring in a personal touch.

Chipotle is a great example of a large company using hand-done type right. On their packaging, especially their brown paper to-go bags, they have a playful list of all their Real Ingredients. This works great for Chipotle—since they are a large nationwide company, it might feel inauthentic to change their brand font to a hand-done one. But when paired with packaging and their list of “easy to pronounce” ingredients, it feels natural [pun intended].

Jeni’s Ice Creams is another great example of hand-done type, but in a completely different usage. If you’re not familiar, Jeni’s is an ice cream brand that was started by a woman who really focused on tweaking and perfecting her recipes—by hand. Though the company now ships nationwide, they keep that small-batch, bespoke feel, partially due to their hand-type logo.

Especially in our fast-paced digital world, slowing down to add a touch of humanity can be extra appealing to consumers. It’s imperfect and therefore feels special.

Finding the Right Match

Hand-drawn typography can be a powerful tool, but like any design element, its effectiveness depends on when and where it’s used. Hand-drawn fonts can be perfect for creative projects like limited-edition product packaging or event promotions where you want to convey uniqueness and charm. They’re also a great choice for social media campaigns where a personal, artistic touch can help your brand stand out.

However, in more formal contexts like business websites or presentations, the playful nature of hand-drawn fonts may undermine your message. In those situations, a clean, traditional digital font works better for readability and clarity. The key is to balance the personality of hand-drawn fonts with the needs of your brand’s voice. By choosing the right fonts for the right moments, you create a distinctive brand image without compromising consistency or professionalism.

Your Type Matchmakers

Overwhelmed by the typography dating scene? Wondering if you’re using the right fonts to bring your brand to life? Maybe it’s time for BatesMeron to help you find a perfect match.