Chosing a Font

Considerations When Choosing Your Font

Selecting the right font is crucial when building a law firm brand, as it plays an integral role in conveying the firm’s values, professionalism, and identity. Here are some considerations to keep in mind:

  1. Legibility and Readability: The primary goal of any font choice should be to ensure that your audience can easily read and understand the text. Choose fonts that are clear, even at smaller sizes, and avoid overly ornate or script fonts.
  2. Professionalism: Given that law firms often deal with serious matters, you’ll want a font that conveys trustworthiness and reliability. Traditional serif fonts, like Times New Roman or Georgia, are often associated with professionalism and can be a safe choice.
  3. Personality and Brand Identity: Think about the image you want your law firm to project. Is your firm modern and innovative or traditional and time-tested? A contemporary sans-serif font might suit a more modern firm, while a classic serif font may be better for a more established, traditional firm.
  4. Uniqueness: While it’s essential to maintain professionalism, it’s also valuable to stand out from the competition. Look for fonts that aren’t overused and give your brand a distinct identity.
  5. Versatility: Your chosen font should work well across all branding materials, from business cards to websites. Test the font in various contexts before finalizing.
  6. Web and Mobile Compatibility: If you’re using a unique or less common font, ensure it displays correctly across different browsers and devices. Web-safe fonts or utilizing web font services like Google Fonts can be beneficial.
  7. Consistency: Your font choice should remain consistent across all branded materials. This consistency strengthens brand recognition.
  8. Emotional Impact: Fonts can evoke feelings and emotions. For instance, a heavy bold font might convey authority and solidity, while a light, thin font might feel more approachable and modern.
  9. Pairing Fonts: If you’re considering using more than one font (for headings vs. body text, for example), ensure they complement each other. A common practice is pairing a serif font with a sans-serif one.
  10. Licensing and Legalities: Ensure you have the right to use your chosen font in all intended mediums (print, digital, commercial use, etc.). Avoid potential legal issues by understanding font licensing.

How Many Fonts?

You need to choose at least three different fonts for your brand kit:

  1. Logo font
  2. Headline font
  3. Paragraph font

Fonts to Avoid

  • Comic Sans: The most hated font of all. Using Comic Sans in branding materials is a good way to tell your audience that you are an unprofessional dolt who will screw up their legal matter. Don’t believe us? Even comic books don’t use comic sans for their branding materials.
  • Times New Roman: Yawn…There’s really nothing wrong with Times New Roman; there are just more interesting fonts that are better for differentiating your branding.
  • Papyrus: Papyrus is easily the second most hated font. It has been the subject of many jokes, including an SNL skit dedicated to making fun of it.
  • Brush: Brush? Let’s take the “r” out because this is one bush league font. Its attempt to emulate a signature is a joke you don’t want associated with your brand.