![]() ![]() You can go a long way toward communicating your organization’s personality by selecting the right fonts. Expanded fonts can be used to fill space, but in my opinion they are more often used to set a mood or convey personality. Condensed fonts can be used to fit more text within a line, which is why you will see them often used for headlines. As with font weights, there can be many varieties, however extremes in either direction–condensed or expanded–can be difficult to read, especially over long stretches. As we will cover later, different weights give you lots of versatility and allow you to create contrast.įinally, we have font widths. In fact, the font in the chart above has a weight even lighter than thin! Some fonts label them with terms like these, while others convey weight with numbers (like 300, 600, 800). You are probably used to regular and bold, but some fonts come in lots of different weights. ![]() The fourth line shows three types of display fonts, which are used in shorter/smaller sections of text to catch your attention and/or give a specific feel. They often have a feel somewhere between formal serifs and informal sans serifs. Slab serifs fonts have serifs of uniform thickness, making them appear blocky. Sans serif fonts can feel more modern and informal–in part because sans serif fonts dominate the internet and mobile devices (which is itself due to serifs appearing blurry on screens when displayed in smaller sizes). This is why you see serif fonts used often in books, newspapers, or other long passages of text. Serif fonts generally feel more traditional and formal. Serifs help guide your eye from letter to letter, acting as a little bridge. Those that do are called “serif fonts” and those that don’t are called “sans serif” (or without serif). The most basic way to classify a font is whether or not it has serifs–the little dashes or extensions at the ends of letter forms. Font Basicsīefore we can start picking fonts, there are a few things to know. While you can take them in any order, I present them this way because it offers the biggest bang for your investment of time, energy, and money. Over the next three installments, we will dig into these design elements: fonts, colors, and logos. So, if you have not checked out Part 1 on reasons for simple branding and Part 2 on finding focus and clarity, please do that first. ![]() You have made it to the fun stuff- way to go! Remember though, that the first two steps in the simple church branding process are important and shape the decisions we will be making throughout the rest of the series. ![]()
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