Combining different fonts within a single design can be a risky venture. Fonts that are too similar may cause visual dissonance for the viewer, whereas highly contrasting fonts may evoke conflicting sentiments.
A more conservative approach is to utilize a single font or style, complemented by a distinctive icon or a palette of colors that underscore the central concept of the brand.
For brands embodying multiple dimensions, or for designers seeking a challenge, the rewards of integrating diverse fonts may justify the risks involved.
Divot the Concepts
Each chosen font should epitomize a distinct idea, aiming for one to be understated and the other to stand out. If dividing the logo’s text among different fonts proves difficult, it might be more prudent to employ a single font instead.
The SuprGlu logo exemplifies successful font pairing, with the “Supr” portion echoing strength and the “Glu” section resembling liquid handwriting. The subtler “Supr” font doesn’t contend for attention, allowing both font styles to be harmoniously linked through uniform color and shadow effects.
The brand Knothead Bandanas selects a discreet font for “Bandanas” which blends with the associated imagery, clearly indicating the company’s function without detracting from the logo’s other elements.
The logo for “Tres Bebe” charmingly combines a whimsical font for its namesake with a more formal typeface for “Photography”.
With the Mad Adz emblem, a playful 70’s inspired font pairs with a more restrained font for “Productions”, reinforcing its professional image.
A draft logo for Cream Productions uses the same balancing act as Mad Adz’s “Productions”. The key is to present “Productions” simply, ensuring it complements rather than overshadows the word “Cream”.
In the Good Ole’ Days logo, a mix of fonts from the same time period works well without overwhelming the design with too much text.
The Mutant Shark logo’s humor sets it apart, while the typeface for “Consulting Company” adds a layer of professionalism.
For Llano Cemetery, the pair of fonts selected impart a sense of elegance and professionalism, enhancing the business’s image. The cursive font cleverly forms a leafy branch, with the color effectively connecting the two names.
The Ignite Creative emblem ingeniously uses the font style of “ignite” to showcase creativity, while the “Creative” portion is portrayed in a more serious font, echoing the professional theme seen in other examples.
Similar to the Llano Cemetery emblem, the Label Interactive logo fuses cursive and print fonts to invoke a more casual, playful atmosphere.
Steer Clear of Clashes
While each font should encapsulate a unique theme, their narratives should not be at odds. The challenge for designers is to ensure the logo signifies harmony rather than confusion.
The Just Creative Design logo succeeds because it pairs the rawness of its prominent hand-lettering with the crispness of the smaller text beneath, avoiding a direct clash between the two styles.
The updated logo, now with the Sketchy Times font, contrasts with the cleaner font underneath, losing its cohesiveness and appearing less refined and professional.
The Cycle Sector logo cleverly separates the words into distinct visuals, with “cycle” resembling a bike and “sector” represented by smoke-like cursive.
The Garage Cafe logo employs font styles that symbolize their respective words, unified by the design reminiscent of a car ornament.
Fulfilling a similar concept, the Wildwood Casino logo juxtaposes a western motif for “Wildwood” with a contemporary casino sign font for “casino”.
For Nocturno, an upscale, slender font is paired with a more generic typeface for “Cafe Bar”, achieving a distinct disparity from the “Garage Cafe” despite a similar textual theme.
By fusing two typefaces from a bygone era, the Local Escapes logo effectively communicates a unified vintage adventure theme.
Sub-Branding Strategies
A prime exemplar of distinct sub-branding under a unified corporate umbrella is seen within the Virgin group.
Different typefaces for the sub-brand names, while maintaining consistency for the main brand, gives each sub-entity a distinct essence, targeting specific customer segments.
Similarly, breweries like Molson adopt varied branding for their products to appeal to a spectrum of consumers.
Through this strategy, the parent brand remains instantly recognizable while the sub-brands resonate with their intended audiences via custom font choices, colors, and styles.
Breaking the Rules When Necessary
There are times when clashing fonts become an asset to a design, generating a deliberate sense of unrest that aligns with the message being conveyed.
The MTV brand accomplishes a raw edginess by employing three distinct fonts, with one even rendered in three dimensions for further emphasis on its unique style.
Rocket Fitness leans into the high-energy vibe akin to MTV, using a dynamic logo to spark excitement.
LG subtly blends three fonts to style its iconic emblem. Despite their similarities, the distinctive characteristics of each font, complemented by color contrast and layout, produce a cohesive branding.
Implement These Concepts Thoughtfully
While it’s not necessary for a brand to consistently use multiple fonts, it can be an effective strategy when executed properly. A logo representing diverse concepts can also be achieved through other means such as variations in color, font weight, spacing, and alignment. Nonetheless, altering font style remains a valid option when appropriately applied.
Noticed any captivating logos we didn’t mention? Feel free to share your thoughts in the comments section below…
