Typography can make a world of difference for signs. With the right font choice, you can successfully convey your brand’s personality, capture attention and leave a lasting impression on your potential customers. Whether you’re an established entrepreneur or a brand-new business owner, understanding the power of typography in your signage could be the key to creating a memorable and impactful brand identity.
Why do fonts for signs matter?
- Fonts convey the personality and tone of your brand
- The right font choice ensures your signs are legible and easy to understand
- Impactful fonts help you stand out and grab the attention of passersby
- Fonts that resonate with your target audience can help establish a stronger connection
Here's more about some of the most popular different types of typography you see in signage, and if they could be the right choice for your business:
Classic serif fonts
Classic serif fonts, like Times New Roman, Georgia and Garamond, have truly stood the test of time. Serif fonts are often seen in printed media, such as newspaper headlines, books and professional documents. They’re characterised by traditional styling and some subtle decorative flourishes. With a timeless, traditional appeal, they’re a great choice for many professional services – especially those that need to convey a sense of trust, expertise or authority, like law firms or financial businesses.
- Visual style: Formal, traditional, trustworthy
- Works for: Law firms, finance businesses and professional services
- Might not suit: Anyone aiming for a very contemporary or down-to-earth brand image
Modern sans serif fonts
In contrast to classic serif fonts, modern sans serif fonts like Helvetica, Futura and Arial have a clean, minimalist aesthetic that works perfectly for contemporary brands. These fonts are clear, simple and versatile, hinting at a business with a forward-thinking mindset. A sign in a modern sans serif font could suggest a fresh approach to problem-solving and a sense of approachability.
- Visual style: Clean, simple, modern
- Works for: Businesses aiming for an approachable, contemporary image
- Might not suit: Traditional or formal businesses, luxury brands, artisanal products
Elegant script fonts
Script fonts, like Pacifico and Brush Script, can add a touch of personality to signage. With flowing lines and intricate details, script fonts are particularly well-suited to businesses that want to convey a sense of individuality, creativity or luxury. Using script is a balancing act, and while its decorative appeal is eye-catching, script fonts should be used sparingly to keep things clear and legible.
- Visual style: Personalised, sophisticated, inviting
- Works for: Salons, spas, boutiques, handmade goods
- Might not suit: Corporate, tech and industrial services, government and public sector
Bold display fonts
Bold display fonts like Impact and Bebas Neue are the perfect choice for grabbing attention. These fonts are designed to be eye-catching and impactful, so they’re great for event promotions and retail signage when you need customers to really take notice. They’re especially effective when used to convey important information that needs to be seen quickly and look great when used for a single word or short statement.
- Visual style: Impactful, energetic, memorable
- Works for: Retail stores, restaurants and cafes, events, creative agencies
- Might not suit: High-end brands, corporate businesses
Fun and playful fonts
There are plenty of font options from all different font families that are ideal for businesses looking to create a sense of warmth, friendliness and fun. While handwritten fonts like the infamous Comic Sans have been mocked for being unprofessional, they’re actually a great choice for family and children’s materials due to their clarity, consistent spacing and visual appeal for younger readers. Retro and cartoon-inspired fonts like Lobster and Badaboom can also help you make a strong statement, adding vintage charm or a strong sense of fun.
- Visual style: Engaging, creative, unique
- Works for: Children’s brands, casual establishments, temporary messaging
- Might not suit: Professional settings
Choosing the right fonts for shop signs
For retail businesses and shops, choosing the right fonts for shop signs is key to attracting customers. High-impact signage with an appropriate font that conveys your brand’s personality will leave a positive impression on those who see it.
Here are some considerations for impactful fonts for business signage:
- Make sure your chosen font is easy to read from a distance. Modern sans serif fonts are excellent choices for easy-to-read fonts for outdoor signage.
- Choose a font that aligns with your brand’s personality and desired audience.
- Don’t overdo playful or script fonts – while they might look fun, some can be difficult to read and shouldn’t be used for important information. Keep it simple!
- Make sure your fonts are accessible and inclusive, with plenty of contrast between text and background colours.
- Use a consistent family of fonts throughout all your signage to reinforce your brand identity.
At best, the fonts you select for your business’s signs can shape your brand identity and successfully engage your desired target audience – but get it wrong and you could run the risk of putting your customers off. By carefully considering the personality of your business and the messaging you want to convey, you can choose fonts that align with your brand’s unique values and resonate well with your customers.
At FASTSIGNS Leeds, we understand the importance of effective signage; that’s why we’ve spent three decades helping businesses like yours bring their signage ideas to life. With our expertise and commitment to excellence, we can work with you to transform your business’s signs into a compelling reflection of your brand, boosting your visibility and helping your business grow.