Every brand has a mood and a message. It’s important that all visual elements match and support the impression the brand wants to give to the public. 

Narrowing down typeface choices based on brand suitability can start with making a list of keywords that represent the brand. From there, designers can search for fonts that include those keywords or synonyms. 

For example, if a brand is formal and traditional, a font like Garamond or Caslon would be a good fit. If a brand is modern and cutting edge, the designer might choose something like Roboto or Raleway. 


Not all fonts play well with others. Some typefaces are neutral enough that they can be paired with hundreds of other fonts. But others have such unique character that suitable combinations are limited. 

There are advantages to both. Limited combinations can make finding a suitable one faster, since designers might only have a dozen to choose from. But having wider options can offer up more flexibility on future projects.

Choosing font combinations is both an art and a science and takes a fair amount of experimentation and practice for designers to master. 

Wrapping Up 

Keeping these tips in mind for any design project can make choosing a typeface a much smoother process. Designers who want to refine their type selection skills can work on practice projects, such as choosing a new typeface for a well-known brand or a fictional project.

Then, when faced with real-world projects, they’ll be more confident in their skills and choices. 

A thorough grasp of what each project entails allows designers to better understand which typeface will best suit those needs. Once the scope of the project has been defined, the other considerations can guide designers toward the best font choices.

Other considerations like readability, functionality, and language support can help designers further refine those choices to find the perfect font for their design pull up banner work.