Fonts, Fonts, Fonts
Fonts are typefaces - a specific style applied to characters, letters, numbers, and symbols. When choosing fonts, it’s important to reflect the brand's personality, tone, and values. Many companies use multiple, well-paired fonts as their standards while limiting their number to maintain consistency and avoid visual clutter. Whatever font you choose should be legible and easy to read for viewers.
There are four main types of fonts:
Serif Fonts: Serif fonts have small lines or strokes attached to the end of characters. They are often considered traditional, formal, and easier to read in printed materials. Examples include Times New Roman, Garamond, and Georgia.
Sans-serif Fonts: Sans-serif fonts are considered modern, clean, and more suitable for digital media because they don’t have small lines and strokes at the end of characters. Examples include Arial, Helvetica, and Verdana.
Script Fonts: Script fonts mimic handwriting and cursive writing styles. They can be elegant, casual, or playful. Examples include handwritten fonts, calligraphy, and graffiti fonts.
Display Fonts: Decorative display fonts are often used for signage, headlines, titles, or logos because they are bold or stylized. Examples include Impact, Lobster, and Bebas Neue.
There are literally millions of fonts to choose from. Some are free (open source), and some are commercial, requiring a license to use. Licensing costs vary depending on usage (office or web), number of users, and distribution. Even free fonts often have restrictions. Always check the license before using a font in your branding, especially for commercial purposes like websites, printed materials, or product packaging. Paid fonts usually require separate licenses for desktop use, web embedding, or app inclusion. If you’re working with a designer, make sure they’ve secured the proper rights—or that your firm purchases the license directly. Ignoring font licensing can lead to unexpected fees or legal issues, so it’s worth double-checking before you commit.
Free Fonts: Google fonts, some Adobe fonts, Microsoft fonts
Commercial Fonts: These can be purchased through online vendors, such as Myfonts, Dafont, and Type Network.
Font Pairing
Font pairing is the practice of using two (sometimes three) fonts together to create visual hierarchy and harmony. The most common approach is contrast—pairing a serif with a sans-serif, or a bold display font with a clean body font. This contrast helps distinguish headlines from text and adds visual interest. You can also pair fonts from the same typeface family (like Roboto and Roboto Slab) to keep things cohesive. Font pairing is a somewhat alchemic process. To ensure harmony, it’s best to test your pairing and/or look for examples of already-proven successful pairings. A great resource is Typewolf. Happy fonting!
The Usual Fonts
Architectural firms often lean on a small handful of safe, overused fonts—Helvetica, Futura, Gotham, Avenir. While these are clean and respectable choices, their ubiquity can make your brand feel indistinct or dated, especially if paired without contrast or character.
Instead, consider fonts that still feel modern and professional but offer a little more personality:
Poppins – Young, approachable, and dynamic. Its geometric style feels modern without being cold, making it a great choice for firms with a fresh or tech-forward identity.
DM Sans – Minimal and contemporary, with a touch of warmth. Great for firms that want to appear both elegant and accessible.
Public Sans – Clean and institutional, but with subtle quirks. Ideal for civic or public work firms that want to convey trust and authority without going stiff.
Tisa Sans Pro – Friendly yet precise, blending humanist curves with structure. A nice choice for firms that balance creativity and rigor.
Inter – Designed for digital readability, it feels modern and unpretentious. Perfect for firms with a strong web presence or a design-build edge.