Standardising Fonts

Font or Typeface?

It is useful to understand the difference between the terms font and typeface. A typeface is the collection of font styles. The same way that a music album is a collection of different songs. In that sense, Arial is the typeface.  Arial bold, size 12, would be the font. Garamond is the typeface. Garamond Italic, size 11, is the font.


Typography is the way in which written words are displayed or printed. It is the visual component of the written word and can be just as important to your overall brand as your logo or colour scheme.

If your typography is messy and not consistent then your audience will find it much harder to understand and receive your message.  

Just as your colour palette communicates your brand's personality, typography also conveys characteristics and personality about your brand too. As we discussed earlier each colour has an associated set of feelings and emotions attached to it, each type and style of font also communicates something slightly different to the reader.

Typography is a huge area of learning and most of which would be unnecessary information for the practical use that we need it for here.  

The image below created by Iconic Fox does a fantastic job of describing the differences between each typography and what they represent.  

Study the graphic below to determine if your current typeface matches that of your brand. If you do not yet have a set typeface, study infographic below and look at what styles would most suit your brand personality. 


Best Practice

To give your design more personality it is a good idea to contrast your typeface styles as shown in the examples below:


Basic Principles

When designing the typography for your marketing materials (website / landing page / email / advert / etc) it is a generally a good idea to adhere to the following principles: 

  • Avoid using the same classification of typeface between header and body text.  For instance, do not use a script typeface for Body text, if you have used a script typeface for Header text.  Likewise, do not use a slab-serif typeface for Body text, if you have used a slab-serif typeface for Header text.

  • By far the most popular principle for creating typeface combinations is to pair a sans serif header typeface with a serif body typeface. This is a classic combination, and it’s almost impossible to get wrong.

  • Use contrasting font weights to create a distinction between headers and body text.

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