Branding requires consistency. When you have a defined identity, communicating that identity clearly every time, is what makes branding important. As fun as it might be to change up your look, it can confuse your customers and make them wonder if they came to the right place. As you’re establishing your brand colors and designs, it’s crucial not to forget the significance of fonts in establishing the tone of your company. If this seems complicated, we’ve compiled all the information you need to know to get started.

If you’re just at the beginning of establishing your brand identity, you’ll need to decide a few things before you find fonts:

  • The name of your brand or company
  • Who your target audience is
  • What you do
  • What sets you apart
  • The tone of your brand
  • Colors that represent what you stand for
  • A logo design that encapsulates this identity

To help you think through these elements, we’ve created a downloadable pdf called Logo RX. This guide will walk you through every question you need to be asking yourself so you don’t miss any crucial details while you establish your company’s brand identity.

The last two items on the list are not necessarily prerequisites to picking a font, but they help you choose elements representing your identity. As you establish the tone of your brand, it’s important not to pick the colors and fonts that you personally prefer. Just because you like the look of a font doesn’t mean it communicates your brand identity well. Of course, your preferences can be a part of your design, as long as they align well with the company’s core values. Combined with a solid logo and website design, the tone of your font can make your branding feel more consistent, streamlined, and clear.

So, do you know what tone communicates your brand identity best?

Some words to choose from might be:

  • Accessible
  • Ambitious
  • Approachable
  • Beauty-centric
  • Bold
  • Bright
  • Calm
  • Casual
  • Cheerful
  • Classic
  • Conservative
  • Contemporary
  • Convenient
  • Cool
  • Creative
  • Cultured
  • Custom
  • Cutting-edge
  • Delicate
  • Delightful
  • Dynamic
  • Easy
  • Efficient
  • Elegant
  • Enduring
  • Energetic
  • Exclusive
  • Familiar
  • Fashion-forward
  • Fearless
  • Flexible
  • Formal
  • Fresh
  • Friendly
  • Fun
  • Functional
  • Generous
  • Gentle
  • Harmonious
  • Helpful
  • Honorable
  • Human
  • Industrious
  • Informal
  • Instinctive
  • Innovative
  • Inviting
  • Knowledgable
  • Lovely
  • Mature
  • Modern
  • Natural
  • Noble
  • No-nonsense
  • Original
  • Peaceful
  • Personable
  • Plain
  • Playful
  • Polished
  • Professional
  • Quirky
  • Reflective
  • Reliable
  • Romantic
  • Rustic
  • Secure
  • Serious
  • Sincere
  • Sleek
  • Sophisticated
  • Spiritual
  • Thoughtful
  • Thrifty
  • Timeless
  • Trendy
  • Trustworthy
  • Unique
  • Unconventional
  • Vivacious
  • Versatile
  • Warm
  • Wise
  • Witty
  • Zany


Once you’ve identified a few of these words to describe your brand’s identity, you will want to browse through different fonts to find a type format that communicates this tone. Every brand needs the fonts they choose to be easy-to-read, not too familiar, and operational in all colors.


If you choose a font that is too thin, too thick, too spread apart, too italicized, too swirly, or too artistic, it may not be the best font for your brand. If a font is too hard to read, you will not clearly communicate your identity. You want someone to tell exactly what your wording says, whether it’s plastered on a billboard or written in 10—point font on a business card. To check if a font is easy to read, you can significantly increase and decrease the font size. You may have a different font for headlines or titles than you have for subtitles or slogans. In fact, many brands do. But in either case, you need to find a font that is easy to read.

Not Too Common

Obviously, you don’t need to select a crazy font with a strange look to stand out, but if it’s too common, it might look like a third-grader chose it. Think of the most common fonts like Arial, Calibri, New Times Roman, Georgia, Cambria, Impact, and Comic Sans. These are fonts easily accessible in Word processors and frequently used for education, writing, and everyday purposes. If you select one of these fonts for your brand, you will be perceived as ordinary and uncreative. It may also make people think you are less credible because you used the first font on the list.

Works in All Colors

Some fonts have cutouts or utilize negative space as part of the design. These fonts can look cool but are often designed to be black with a white background. If you change the background color or the font color, are the words still legible? Does the design still look cool? Or is it evident that the font was not created with this purpose in mind? Little details like this can make a difference for your audience. If you make a glaring mistake like this, they may not think you care about the details or can provide a professional-quality product or result.

Why Does Font Impact Credibility?

Your credibility as a company is one of your most valuable assets. There will always be external influences that impact how people view you. These might be out of your control. However, you want to be certain every choice you make improves your credibility. Choosing an appropriate font has the power to do this.

If your company gives people legal advice or helps them produce contracts to minimize liabilities, using comic sans as a font could destroy your credibility. People will think of your company as childish, unprofessional, immature, and unpolished. These words confuse your audience and oppose your company’s core values.

If you own a fashion company that is simple, feminine, modern, and dainty, you should not use a thick or rustic font. Using Impact or Roboto Mono will create the wrong impression. People will take one look at your text and make decisions about whether they like your brand based on text that is giving off the wrong connotations. Similarly, if you are a masculine and rigged brand, using a cursive and curly font will communicate the opposite message.

While these are extreme examples, they do extend to more subtle fonts. In addition, there are different categories of fonts that you can select from, and each carries connotations that can help or hurt your brand.

Serif and Sans Serif Fonts

Serif is a title that refers to the tiny “feet” at the ends of letters. Sans Serif is “without feet” and is the category of fonts we use on this site. A typewriter font is a serif font because it includes these extra strokes. Many Serif fonts are perceived as more formal, classic, and official. Without the extra strokes, Sans serif fonts are viewed as more simple, modern, informal, and elegant. We typically try and stay away from using serif fonts as all caps in headlines because it makes the copy harder to read. If you want to use all caps to capture attention in that way stick with a sans serif font.

Bold or Italicized

While many basic fonts have bold or italicized options, some fonts were created with these features in mind. A bold font gives a strong impression that is perceived as unyielding and confident. On the other hand, an italicized font can be perceived as more fancy, suggestive, quoted copy and elegant. Write out your title or slogan and see how it looks with these different features applied.

Script or Handwritten Fonts

Fonts that were designed to look like handwriting can be a fun addition, but should be used sparingly. These fonts are better to use as accent than a main staple. They are good for logos but not for large amounts of copy. By using a handwriting accent, your brand can be perceived as more creative or eye catching. However, with these kinds of fonts less it more. Never use one with all caps or letter spacing because it makes you look unprofessional.

Boxy or Curvy

For some of the more subtle fonts, you’ll want to pay attention to the lines. Are they straight and boxy, or curved and rounded? Each type of line communicates differently about your brand. Straight lines are more modern and straightforward. Curved fonts are more unique and creative. The boxiest fonts look technical and robotic, while the most rounded fonts mimic handwriting and feel more casual. Try some fonts out and see how your brand title looks in different font styles.

All Caps, Lowercase, Sentence Case, and Title Case

This might not even be something you’ve thought about, but different brands utilize this element to communicate their brand identity all the time. Using all caps is bold, unapologetic, and easy to read. Using all lowercase is a bit unconventional, informal, and casual. It would be best to avoid all lowercase with an older audience. Sentence case, with the first letter capitalized and everything else lowercase, is very standard and classic and commonly used in body copy. Title case is when all words except for articles, conjunctions, and short prepositions are capitalized and most commonly used in longer headlines or sometimes bullet points. In this paragraph, the title “All Caps, Lowercase, Sentence Case, and Title Case” is Title Case and the rest of the paragraph is Sentence Case.

Font Combinations

Most brands utilize more than one font in their brand guidelines. For example, they might use one or two fonts in their logo, and another one or two for their standard font on the website or print materials. You don’t necessarily have to use your logo font on your print material. In fact, many companies do not since their logo is very specialized or sometimes custom created. So the logo font is kept special for the logo. You can work with a graphic designer or brand specialist to help identify what fonts are appropriate for your communications. If you’re curious, try a few different font combinations out and see how they look together. A good rule of thumb is not to use more than two fonts in a logo. If you have one really unique font, you’ll want the others to be simple so that people don’t feel visually overwhelmed.

Your font can be a powerful communicator of your brand identity in combination with your logo design, brand colors, and website design. With the right font choice, you can communicate your company’s tone and establish credibility with your target audience. With one glance, your customers or clients will understand who you are, what you do, and how you can help them. Instead of using fonts and colors that work against you, the right choices will build trust and set you apart from the competition.

If you are stuck selecting fonts, talk with a designer to identify how to tie those fonts in with the colors and designs that your brand is already using. Ultimately, communication is in so much more than the words you use, and a font will build credibility for your brand in more ways than one! For targeted help choosing the elements that will work best for your brand, check out our Logo RX brainstorming guide. This free downloadable guide will help you think through all elements of your logo and brand identity from the colors to the design to the fonts. For more specialized help, check out our Logo Rx program to develop a professional logo and brand design with the help of a professional so you don’t get lost in the details.

Colors shape our understanding of what’s true, what’s valuable, what’s important, and what we like. We have favorite colors. There are colors that make us feel certain emotions. There are colors that remind us of good or bad memories. So naturally, in finding the right colors for your company brand, color choice is important.

Brand Identity

Since a logo design is so integral to establishing your brand identity, colors will play a vital role in the process. As you think about your brand, you should think strategically about which colors may align with the values and essence of your company. Not only do colors have the power to persuade buyers or establish loyalty, but in choosing the wrong color, there is also a potential that your target market may overlook your brand completely.

For example, a friend of mine recently commented on a restaurant she saw. They served fried food and meat, but their main brand color was green. My friend commented on how the color green paired with this type of restaurant felt very unappetizing to her, where it might have felt more appropriate for a salad shop or health food store. In this instance, the brand color repelled her from becoming a customer of that restaurant.

To identify the perfect colors to select for your brand, we have compiled everything you need to know about color theory for company brand guides.

Color Theory

Color theory refers to the study of which colors pair well together, the visual and emotional impact of specific colors or combinations, and the way hues and tones communicate. You may decide that your brand would be best suited in the color red. However, you must specify whether a rustic deep red or a bright vibrant red is more suitable. These questions can feel overwhelming for someone who is not well versed in the graphic design industry, so we’ve included a detailed explanation below to help you know what questions to ask.

The Psychology of Color

We can’t discuss color theory for very long before psychology comes up. Colors have a huge influence on our emotions. Certain colors can be tied to feelings of trust, reliability, affection, or happiness. While other colors may be tied to feelings of boredom, anger, sadness, greed, or panic. Understanding this psychology can help you to establish credibility with your target audience.

Cool Colors vs. Warm Colors

Cool colors tend to be blue, green, purple, neutral, and gray. Warm colors include red, pink, yellow, orange, and brown. However, the tone or hue of each color can have cooler or warmer undertones that can make even a warm color look cool or vice versa. Cool colors tend to give feelings of peace, tranquility, and nature. Warm colors give feelings of affection and excitement or vibrancy (which can incorporate negative things like rage or betrayal), but can also contain much more heightened positive feelings. Do you want your brand identity to feel calm and natural or lively and exciting? A mattress company would want to use relaxing colors while a skydiving company would probably use more vibrant hues.

Red, Orange, and Yellow

The psychology of these warm tones, in general, signifies more energetic feelings, but each color in itself has its own visual effect. Red symbolizes power, confidence, ambition, passion, energy, and warmth. More negatively, it can also symbolize danger, anger, and aggression. If you want to use the color that evokes the strongest emotion, red is the perfect choice. Orange is happy, attention-grabbing, playful, sporty, enthusiastic, and spiritual. Though it can sometimes make people think your products are inexpensive, it can also make people think of sunsets and beautiful lighting. Orange is also a common color used among sports teams. Yellow represents  sun, warmth, energy, cheerfulness, positivity, and alertness. The color can be abrasive, though, and instigate visual frustration or fatigue. Yellow tends to be a color that people either love or hate, so it should be used with intention.

Green & Blue

Green is a very natural color that brings up images of growing trees or plants. It signifies health, balance, growth, money, nature, safety, and clarity. Occasionally it can also make people think of greed, jealousy, envy, or illness. However, especially in the wellness industry, people prefer green packaging because it makes them feel healthier. Blue is calm, productive, stable, peaceful, inspiring, and sincere. It can also denote tones of sadness, loneliness, or gloom. It tends to be one of the most unappetizing colors to use for food companies or restaurant branding. Though it is a great non-threatening color, it also tends to be one of the most popular colors used, so be wary of oversaturation.

Purple & Pink

Purple makes people feel creative, regal, imaginative, brave, courageous, and emphasizes fantasy. This color can also invoke emotions like frustration or sadness, and it can be a polarizing color since some consider it to be more feminine. Pink is similar in its association with the feminine, or the affinity for girly things. However, pink can also be romantic, nurturing, joyful, calming, vibrant, and fresh. It can be seen as childlike or vulnerable but can be very effective with a female audience.

Brown, Black, & White

Neutrals do not always make a big emotional impact, but they are very good to use for contrast or to keep things classic and basic. Brown is natural, earthy, conservative, reliable, serious, and represents security. Black is dark, bold, classic, luxurious, and often used for text. White is light, bright, pure, clean, and can be great to provide negative space. These neutrals are wonderful to use in text, bold and simple lines, or very modern logo styles. Metallics like gold, silver, and bronze can be used as accents to communicate luxury or draw the eye.

Feminine vs. Masculine Colors

There are certain colors and tones that are culturally viewed as feminine or masculine colors. And just the association with gender can form your audience’s view of the product. Feminine things are often more associated with beauty, vulnerability, simplicity, nurturing, fashion, gracefulness, elegance, and resilience. Masculine things are seen as rugged, large, strong, confident, durable, cool, suave, and bold. These stereotypes can work for your brand or against it, but they are important to keep in mind especially if your color palette is going to emphasize one. Is your target audience a specific gender? How can you cater to their needs and interests through your branding? If your target audience isn’t specifically gendered, would it suit your brand to use more neutral colors, or might it be beneficial to create mental connotations tied into these colors?

Colors Suited to Your Industry

As we’ve stated, every color can invoke subconscious impressions. This can be especially true in specific industries. The wellness industry leans heavily on calming colors like blues, greens, or neutrals. However, very passionate invigorating colors like red might not be as popular. Comparatively, shades of red, orange, and yellow would be very popular in the food industry, especially when cooler colors feel unappetizing. Blue tends to be a popular color for travel companies and credit cards. Black is a prevalent color in the automotive industry, the apparel industry, and the entertainment industry. To select the most appropriate colors for your logo, this kind of research for industry specific norms will make all the difference.

The Color Wheel & Complementary Colors

As you’re selecting colors for your logo and branding, it might be helpful to look at an extensive color wheel like this one

Upon first glance, you might be able to tell what colors you’re most drawn to, or most align with your company’s mission. Beyond that, the visual exercise of utilizing this color wheel can help you identify which shades or hues of a specific color might be preferable to you. And since most brands use more than one color, a color wheel can help you see which colors look good together. The colors right next to each other will pair well based on their similar undertones. You can also select complementary colors, which are often opposite each other on the wheel. These colors are different, but pair well together and are pleasing to the eye.

Picking a Palette

As you select multiple palettes, a graphic designer would likely work with you to choose a color palette for your brand. This often includes the main colors in your logo or branding, but can also include lighter, darker, or more neutral shades that you might use on your website or marketing materials. If this process feels foreign to you, there are dozens of tools that can help. One that we find incredibly useful is This website has hundreds of palettes to browse through and also has suggestions to help you see what you like. You can build your own palette or save palettes others have made, so you have something to go back to as you work on your own branding materials.

Overall, while choosing colors for your logo can be overwhelming, having a broader knowledge of color theory can help. If you can identify what you want your target audience to feel about your brand, it can be fairly straightforward which colors will invoke those emotions. With the right colors, your brand will pop, and your customers will be drawn to you. Knowing what you know now, you can utilize the power of color to curate a brand guide that’s unforgettable.

You need a good logo if you’re starting a new business or refining your brand identity. But what makes a logo “good”? Unfortunately, there’s an infinite amount of information on the internet with conflicting messages about this, so it can feel overwhelming. But as graphic design professionals with over 50 combined years of experience creating compelling logos for all industries, we’ve assembled everything you need to know about what makes a successful logo in one place!


The worst thing a logo can be is complicated. A logo is meant to tell your brand’s story at a quick glance. It won’t be effective if someone has to stare at it for more than 30 seconds to understand what it’s saying about your company’s identity. Instead, you need a simple logo. Think of examples like the Nike swoosh or the Taco Bell bell. You can see one image without a single word and know what it symbolizes. It may even get to the point where you can see the McDonald’s M and start craving french fries. That’s the power of an effective logo.


You might not be able to instantly remember a company’s tagline, mission, or advertising campaign – but if it’s done right, you should remember its logo. Apple’s logo is unmistakable. You can identify Target’s red circles without a single word. Likewise, it would be effortless if I asked you to remember the Starbucks logo. That’s because these logos are memorable. You need your logo to have its own distinct style so that when people think of your company, they remember your logo.


The Burger King logo tells you that you can expect a burger. The YouTube logo indicates that you will be pressing play on a video. Not only do these logos indicate what the brand is about, but they encapsulate the company’s identity. If you want your company to be known as the best option within your industry, your logo can have the power to make people think of you when their specific need arises. For example, when someone wants to watch an engaging football game, they know they can go to the NFL every time.


If you want your brand to stand the test of time, you need your logo to be timeless. You don’t want to have to rebrand every five years. Apart from wasting money, that can also confuse customers or clients about your identity. For example, if Superman’s “S” had changed all the time, he wouldn’t seem like such a timeless superhero. Part of a timeless logo is choosing fonts and colors that will not feel outdated in a few years. Our designers are well-versed in color theory and can help you pick a color palette that feels both modern and timeless.

Font Specificity

If every logo was written in Comic Sans, you might not take the brands very seriously. However, if a kid’s crayon or chalk brand was written like that, you would better understand their niche. Choosing your font carefully can help your brand stand out from the rest. When you get a Subway sandwich, you don’t see bread on the sign anywhere. But you know that “Subway” will always be written the same way, so their sign makes you think of a sandwich. Walmart’s identity wouldn’t be the same without its font, either. It is important to use a font that pairs well with your company’s story, whether it feels modern, elegant, colorful, feminine, rustic, or bold.

Color Palette

Choosing a color palette for your logo requires more than just picking a collection of favorite colors. Color theory dictates that different colors can activate different emotions in people. For example, using pale blue communicates something very different from neon blue. And knowing how to combine colors to complement each other and work together is essential, especially in logo design.


A good logo communicates your company identity. But it’s a great logo if it sets you apart from your competition. Your logo can show your customers who you are and distinguish your company from others in the industry that provide similar products or services. Not only will it help people think of you as their best option, but it’s a great marketing tool. Think of all the free advertising that could come from a product with your logo. More people buy Adidas clothing when people see others walking around wearing Adidas. When you drive your Toyota truck through the mud, people start to associate the Toyota logo with a durable and dependable product.


While you don’t want your logo to look outdated, it must be timeless by appearing relevant to current needs and events. People want to depend on a brand or company that solves their everyday problems. A relevant logo can ensure that they come to you. Creating a logo that feels fresh and modern without sacrificing its timelessness will gain credibility with your customers. If they see a logo design that feels rudimentary or amateur, one glance will tell them that you’re not proficient at what you do and are not equipped to help them fill their needs.


We want your company to grow and change without feeling locked in or limited. A versatile logo can help you do this without rebranding as you grow. We deliver your logo in various formats so you can use it in every form you need. Sometimes you just need the image. You may also want to pair your logo image with your company name or slogan. And if you want it to look less like clip art and more like a professional design, you’ll need a variety of formats to fit your needs.


To be taken seriously by your customers, you need a professional logo designed well. If you’ve had a picture in your mind of what you want but don’t have the time or skills to design it yourself, Soapbox Studio can help. Rather than resorting to primitive design tools or amateur results, we will work with you to create the logo you’ve been dreaming of without all the frustration of napkin pencil sketches and late-night Google searches. So leave it to us, and we’ll develop everything your company needs to stand out and look professional and credible.

Who Are We?

Soapbox Studio is comprised of two designers, Tracey and Justin. Tracey founded the company in 1997, and together with Justin, they have over 50 years of combined experience producing excellent designs for every demand. When you work with Soapbox, you have the assurance that you will be working directly with the designer from start to finish without going through a middleman. You know your designer’s name, and you’re working with a US-based team you can trust. We prioritize a personalized experience based on collaboration to achieve your vision. Contact us to get started if this experience sounds like what you’ve been looking for. A professionally designed logo will make you look as good as you really are.