How to choose a font (typography) for your company's custom labels & branding (4 examples)

One of the most important branding/design decisions you'll make with your business is choosing a font for the company. More than that, choosing the appropriate mixture of fonts for your headings, subheadings, and body copy is crucial.

It may seem like a small thing, and typography is indeed quite subtle (especially if handled correctly), but it's truly sublime when you nail the perfect typefaces to present the personality of your brand.

how to choose a font

How to choose a font that matches your personality

Ultimately, there's no right or wrong font to use. There are standards that you can use to guide you, however. It's especially important to follow these standards if you don't feel like you have a good natural eye for design.


1. Pair flamboyant, personality-filled fonts with subtle, straight-forward fonts

If you have one loud, out-there kind of font that you absolutely love for your brand, that's great. Chances are, it will resonate with your audience too. What you don't want to do though, is pair this with another wild, extroverted typeface. That will cause confusion and disarray. Instead, let your favorite font shine while communicating effectively with a simpler font. Take the Feminine style from above. The main font has a playful, soft, even coy personality, but it really comes together with the serif font in the body. Think Goldilocks: It's not too much, it's just right.

2. Mix serifs and sans serifs

Serif fonts are those with cross-lines at the end of the characters. Typical serif font examples are Times New Roman and Georgia. Mixing serif and sans serif fonts helps present a well-rounded, classy feel.


3. Don't choose fonts that look the same

If the fonts you choose look really similar, they're just going to look confusing and not do anything to help enhance your brand.


4. Think about where it's going

If your font is going to be used for labels for your product packaging, you have to be aware of regulatory standards and you want to make sure it's visible from a certain distance. Also, you want to take into account the color scheme of the packaging.


Ultimately, go with your gut

Following these guidelines is helpful, but ultimately each brand is different, and doing what resonates with you and your audience is most important. In our feature image above, we have examples of some font combinations that reflect typical styles exhibited by certain types of brands. Sometimes though, it can be good to shake it up and do the opposite of what the competition is doing.

No matter what you choose to do, make sure you put thought and care into the decision. Choosing a font might seem like a minor issue, but it reflects a lot about your brand, even if it is largely subconscious for your audience. Over time, it certainly makes an impact.