What you need to know about Typography
Let’s get your design looking better
As a new designer surfing the internet for content, I heard someone say “Design is not hard…”.
I was starting my career in design, and my anxiety gave way a little bit — but it wasn’t long before he completed his speech.
Design is not hard, design is very hard.
Back to square one of questioning my life decision.
Life gets better when you understand the basic guidelines and loopholes to survival, like recognizing opportunities and networking.
It’s the same with design — to be good, you have to know the basics before creativity sets in.
Let’s talk about typography.
Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed
Typography is art, it tells a story, invokes a feeling, creates a brand, and leaves a legacy.
Most typography is made from two types of fonts :
which has little decorative lines or tapers (also commonly referred to as “tails” or “feet”). A serif font gives off traditional and classic vibes.
Choose a serif font if you want:
- professionalism, formality, or sophistication
- easy readability
- Establish authority and trust
Sans means “without”, so a sans-serif is without tails.
Choose a sans-serif font if:
- Have a modern brand
- Looking for more versatility
- Optimizing for legibility
Factors that lead to good typography in design.
I’ll talk about one in this article and then go on to talk about others in subsequent articles:
Font selection: To produce good typographic designs, you have to choose the right font based on what would fit the job. Top brands strategically choose fonts to reflect their identity, and values, and appeal to their audience. Here’s how some iconic fonts have been used by major brands:
Sans-Serif = Modern, clean, and minimal (Tech, startups)
Serif = Traditional, authoritative, and elegant (Luxury, media)
Script = Personal, artistic, and emotional (Lifestyle, food)
Display = Bold, fun, and attention-grabbing (Entertainment, kids)
Custom = Unique, tailored brand voice (Global, versatile brands)
Sans-Serif Fonts: Modern, Clean, and Minimal
Sans-serif fonts are known for their simplicity and readability and are often used by brands aiming for a modern and approachable look.
Nike (Futura Bold) — Bold, clean, and forward-thinking, reflecting speed and performance.
Google (Product Sans) — Friendly and simple, symbolizing accessibility and inclusivity.
Facebook (Custom Sans-Serif) — Straightforward and neutral, emphasizing connection and clarity.
Spotify (Gotham) — Geometric and modern, appealing to a youthful and creative audience.
Serif Fonts: Classic, Trustworthy, and Sophisticated
Serif fonts communicate tradition, elegance, and authority, often used by luxury and editorial brands.
Vogue (Didot) — High contrast and elegant, perfectly capturing luxury and high fashion.
The New York Times (Engravers’ Old English) — Historic and formal, representing journalistic integrity and tradition.
Tiffany & Co. (Baskerville) — Timeless and refined, echoing luxury and sophistication.
Time Magazine (Times New Roman) — Traditional and authoritative, reinforcing credibility.
Script Fonts: Elegant, Personal, and Artistic
Script fonts convey creativity, luxury, and personal touch. They often add a unique flair to a brand.
Coca-Cola (Spencerian Script) — Flowing and dynamic, embodying happiness and nostalgia.
Instagram (Custom Script) — Playful and approachable, highlighting creativity and self-expression.
Kellogg’s (Custom Script) — Friendly and familiar, evoking warmth and trust in the brand.
Display Fonts: Bold, Unique, and Eye-catching
Display fonts are designed for impact, often making a statement in logos.
Disney (Custom Handwritten Style) — Whimsical and magical, perfectly capturing the brand’s storytelling essence.
Lego (Custom Rounded Display Font) — Fun, bold, and playful, appealing to both kids and nostalgic adults.
Harry Potter (Custom Gothic Typeface) — Mystical and dramatic, reflecting the magical theme of the series.
Custom Fonts: Tailored for Brand Identity
Some brands go the extra mile to develop custom typefaces that are exclusive and instantly recognizable.
Netflix (Netflix Sans) — Sleek and versatile, designed for global branding without licensing costs.
Airbnb (Cereal) — Friendly and modern, reflecting community and belonging.
BBC (BBC Reith) — Neutral and legible, optimized for both print and digital broadcasting.
The first step to good typography in design is choosing a font that highlights the brand, story, or project you’re working on. Next time we will be talking about 11 important standards of good typography.
Till next time,
Love and Light.
