What Does Your Favourite Font Say About Your Brand Identity?
Fonts have personalities and selecting one isn’t just about aesthetics. Choosing the right typeface is as important as finding the right voice for your brand. Get it right and your message sings; get it wrong and your audience will notice.
Since most of us have a go-to font we can’t resist, it’s worth asking: what does yours really say about your brand identity?
Serif Fonts: Trust and Authority in Branding
If your type of choice comes with little “feet”, think Times New Roman, Garamond and Baskerville, your brand conveys heritage, credibility and timeless elegance.
Serif fonts project authority because they’ve been trusted for centuries. Think of The New York Times or Vogue, brands that want to communicate weight, history and gravitas.
If serifs are your favourite, your brand personality is effectively saying: “We’ve got history and we’re in this for the long run.”
Sans Serif Fonts: Modern Brand Personality
Sans serifs like Helvetica, Arial or Futura strip things back to basics. Clean. Crisp. Modern. They suggest a brand that is fresh, approachable and forward-thinking.
It’s no coincidence Google swapped its serif logo for a friendlier sans serif in 2015. Spotify and Airbnb also embrace this style to convey clarity and confidence.
If you lean toward sans serifs, your brand identity is declaring: “We’re direct, modern and quietly confident — no clutter, no drama.”
Script Fonts: Creative and Elegant Branding
Script fonts are the flourishes of typography. Flowing letterforms communicate creativity, elegance and personality.
Take Coca-Cola’s iconic logo, which hasn’t changed for decades yet still feels fresh. Or Instagram’s original wordmark, which tapped into playfulness and individuality.
If scripts are your style, your brand personality is saying: “We’ve got finesse — and a personal touch.”
Display Fonts: Bold Statements in Brand Identity
Big. Bold. Impossible to ignore. Display fonts are designed to stand out, not sit quietly in the background.
Disney’s distinctive storybook font or Lego’s chunky, playful type are unforgettable precisely because they demand attention.
If you favour display fonts, your brand is declaring: “We’re here to be noticed.”
Why Typography in Branding Matters
Typography works quietly in the background — reinforcing (or undermining) how your audience perceives you. Fonts aren’t just letters, they’re part of your brand’s story.
Aligning your font choice with your values creates consistency, strengthens recognition and makes your message more believable.
So next time you automatically reach for your favourite typeface, pause and ask: does this font capture the brand personality I want to project? If yes, brilliant — you’ve found your design soulmate. If not, maybe it’s time to broaden your typographic horizons.
And while OSP always encourage creativity, let’s agree on one universal truth: if your favourite font is Comic Sans… we need to talk!
At OSP, we don’t just pick fonts — we shape complete brand identities. From typography and colour to campaigns and experiences, we help brands express themselves with clarity, creativity and confidence.