Graphic designers understand that typography is more than just simple text. In a digital age, the way you convey your messages needs to account for what you say in addition to how you say it. In order to stand out or stay consistent, you can\u2019t overlook the significance of choosing a font that truly represents your brand and connects with your consumers. <\/span><\/p>\n

It can be easy to overthink as a graphic designer. As you\u2019re looking to be creative, inventive and unique, you can pull away from the true purpose of the graphic you are creating – to communicate an idea. <\/span><\/p>\n

Looking back on the history of graphic design, especially in logos, you\u2019ll find that brands are starting to understand the importance of creating a logo with purpose and intent, rather than simply a unique design. Many modern brands are tapping into the modern consumer and adjusting their font use to account for modern design best practices and user engagement. Other brands take a more traditional approach to font use. <\/span><\/p>\n

While it makes sense to maintain a consistent image for your brand, at some point these more traditional brands will need to revamp their image in order to grow their audiences. What is your brand doing with its font that could be holding it back and what can graphic designers learn from poor typography to create logos and designs that connect with online users?<\/span><\/p>\n

What constitutes a bad font?<\/span><\/h2>\n

Overuse<\/b> – You don\u2019t want to be part of a trend or, worse yet, \u00a0late to a trend. Your brand shouldn\u2019t convey a message of being typical and, therefore, replaceable. Who you are, the services you provide and products you offer, are unique. <\/span><\/p>\n

Choosing an overused font for your graphics\/logo can take away from the impact of your message. If you\u2019re not the most popular brand utilizing a certain font, users could be distracted from your message by associating the font you use, with another brand. <\/span><\/p>\n

Utilizing extremely popular\/typical fonts<\/a> like Arial, Times New Roman or Calibri is not only a common choice, but a thoughtless choice as well. If your brand feels as though the font that comes standard with the most popular word processors is most representative of your brand, you need to rethink your messaging. Users want something more animated and interesting than the standard. <\/span><\/p>\n

Misuse<\/b> – The modern consumer is an informed consumer. Utilizing a font that is inauthentic to your brand or industry will be noticed by potential customers. Take the time to find a font that truly represents your brand or your purpose for a logo or graphic. <\/span><\/p>\n

Antiquated<\/b> – Just as you wouldn\u2019t build a website that looks like it was built in 1999, you shouldn\u2019t maintain a logo that was originally designed in the 1800s. Modern consumers have a standard for what they expect in a font. Fonts that are creative, engaging, legible and sharp, will pop to potential customers. <\/span><\/p>\n

More basic or overly intricate designs will equally put off online visitors. Your brand will come off as out of touch or less than. Invest in your business, invest in the experience of your customers by updating your brand\u2019s font use. <\/span><\/p>\n

Illegible<\/b> – The quickest way to sabotage your message is to utilize a font that is illegible or hard to read. This is especially relevant in our fast-paced culture, where consumers don\u2019t have time to closely dissect a logo, advertisement or graphic. <\/span><\/p>\n

Often this occurs when brands get too creative and start to create a font that is unique<\/a> and interesting. However, creativity does not supersede the message of a graphic. Another example of illegible fonts are \u201cfancy\u201d, scrawling fonts such as cursives.<\/span><\/p>\n