The last thing we’ll discuss to include in your style guide is fonts. We need to think of fonts as observed by Caroline Archer: “Fonts are the clothes words wear.” There are a few things you should consider regarding how to use fonts in your corporate branding.
First, the font you use in your logo should not be the only font you use. Though you should include it in your style guide, it’s probably a good idea to reserve this font for your logo, headlines and titles.
Second, use font families for your style guide. Font families are variations on a single font. For example, the Frutiger font family includes bold, italic, roman, light and so on, as seen below.
Using a font family will make it easier to follow text on a website or brochure without using a myriad different fonts, which can be distracting. As with your color palette, keep your selection simple and minimalist.
Third, select different fonts for web and print applications. Normally, sans serif fonts like Arial are used for the web because they’re easier to read on a computer screen, and conversely, serif fonts (like Times New Roman) are often preferred for print applications. So choose a nice serif font family and a sans serif font family for your various uses.
You’ll also want to outline what size fonts are to be used and when (i.e. headlines, subheadings, bullet points, copy, etc.).
By incorporating all these things you’ll have yourself a great style guide that will keep your brand on track.
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