If you really want to get a designer chatting- bring up typefaces. I dare you. Just like an outfit in the fashion world, some fonts are totally hot and some are just not. Members of our design team, Chris, Amanda and Taylor, gave us some insight to which typefaces are acceptable and which, in the words of Chris “literally make me not like you.” (…don’t worry, we THINK he’s joking.)

This is one of Chris’ favorites. “It’s a classic! Some say it’s overused. I tell those people they’re wrong!” (Can you tell he has strong opinions?)

Ironically enough, both Amanda and Taylor’s least favorite font is… you guessed it, Helvetica. Amanda’s comment was, “I’m not a huge fan. I think it’s overused.” (I think we draw the line in the sand and agree to disagree.)

All three agreed that Gotham was a definite 10 on the 1 to 10 hot scale.
Taylor: “This typeface lends itself to a multitude of applications.”
Chris: “It is modern classic. Inspired by the street signs of New York City, this hard-working font is one of my favorites.”
Amanda: “This sans serif is more geometric and is good to use with a brand to match a geometric logo.” 

Chris is also a big fan of this one. He sums it up as “succinct geometries, disciplined and commanding.”

Didot and DIN Condensed
While Taylor admits her favorite typefaces aren’t always the same from one month to the next, Didot and DIN Condensed are currently at the top of her list. “I gravitate towards ones that are geometrically sound and well-balanced visually.”

Brandon Grotesque and Avenir Next
Amanda is favoring Brandon Grotesque these days. “It's just a really fun, slightly rounded typeface that can be used on pieces that need a softer look.” She also thinks you shouldn’t underestimate a good Avenir Next now and again. “It’s a nice, simple sans serif typeface that can be used as a headline or just body copy.”

Comic Sans
Before we get into the typeface “not list,” let’s go ahead and address the issue of Comic Sans. This is the font that all creatives loathe entirely. With just a general Google search, we found that the true feelings of creative minds all across the world include:

“Keep Calm and hate Comic Sans.”

“Friends don’t let friends use Comic Sans.”

“Comic Sans is never an acceptable font. Unless you are an 8 year old girl writing a poem about Unicorns.”

Harsh but sort of true.

Besides Comic Sans, here are some others that won’t be gracing our creative team’s “must use” list anytime soon.

Papyrus. “Worst font choice for a movie title ever!”  (Click here and check it out, it's all kinds of bad.)
He also dislikes, Zapfino,“Default. More like your fault if you use this font.”

Sometimes she views her least favorites with a burning hatred and other times it’s typefaces she’s just gotten bored of seeing everywhere. She despises the usual suspects: Comic Sans and Papyrus. And is also not a fan of Futura.

Times New Roman is definite no. “If you're going to pick a serif typeface, please choose anything but this.” Also a no-no for Amanda, American Typewriter. “I understand when people think it's ok to use this to make something feel vintage or old, but there are better options.”

I’m assuming by now you are wondering, “how do they do it?” How do designers possibly decide between the thousands of typefaces when choosing the perfect one for a brand? Amanda gave us some insight on this process:

“First, you have to choose the visual hierarchy for your fonts. What will be used as a headline and what will be used for body copy? Next, think about readability. It needs to be easy on the eyes, especially if it's being used as body copy. As far as choosing a font, I always look at the brand as a whole. How does the logo feel and how do we want to portray the brand as always top of mind.”

Fonts are a necessary piece to the branding puzzle. It is a part of your visual identity, which speaks to your clients without really saying anything. You want all aspects of your brand to be cohesive and say the same thing. If your font doesn’t match your brand, it will stick out like a sore thumb. So really think about it. Mull over your options. Test it out. Just make sure it’s not Comic Sans.


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