Now that you have seen the technical side of getting the perfect colors for your new brand, the next step would be selecting the fonts that fit your style and pull in your audience best.

Your font says a LOT about your identity. It can be Bold. Soft. Tacky. Bulky. Happy. Determined. Feminine. Sophisticated. Endless possibility. And there are a LOT of fonts out there, free and not, so before you immerse yourself in the thousands upon thousands of fonts that are out there, find one or two words that you want to pop into the mind of anyone visiting your site or using your service and write it or them down. 

brand font guidelines

Choose two words, write them down, brainstorm, you don’t want to forget these words.

For my personal brand (the one you see at the top of my website on every. page.) I wanted it to speak creatively to my audience. I wanted people to come to my site and know that I was a design-oriented and outgoing person. Someone who loves design, who is a mother, who loves to create, a professional and welcoming. I narrowed it down to two words. Design & Feminine. And those were two traits I wanted the visitors to my page to have.  

Next, search those words on Google or Bing or both.

“Hey Google, show me what feminine fonts look like.”

I had a client in the past who requested to specifically have a masculine look to his logo, but still sleek and techy (it was for a business that was going to be providing audio-visual services). He wanted the brand to attract high-end clients, as well as those in middle-class homes, so it needed to be professional and reliable. Here are two of my primary concepts pitched to the client and the fonts I used:

I found these fonts searching Google, scrolling through the fonts already installed on my Mac Keynote application, and using online resources like Creative Market and Canva to find inspiration. I went through the same process for these concepts as well:


Comparing these two “macro” companies above, one is a more sleek and professional logo, while the other is a mom who wanted to have a little fun with her concepts. Note the differences in the text that communicated the mission of both businesses.

**(these are not the final choices of these two clients, they are just for teaching purposes if you’d like to see their final brand see their sites here and here)**

Once you find fonts you love, type out your business name with one or two fonts to see if they layout well together. Mix and mingle the fonts.

Try right alignment, center alignment, and cross alignment. Mix them together, alternating here and there, or stick to only one font and see how it flies. Add in your colors from your scheme in step one and try and piece the puzzle together as much you can before the next step, adding your emblem.

Remember, you want to be creating at least two concepts throughout this whole process, so you can then have two options to take to friends and family (or even your audience) to see what they would prefer. This is a great way to market and helps you know what your tribe is actually LOOKING for. 

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This Lost Mama

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