Do fonts really matter?

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One of the more frequently asked questions by individuals that aren’t super into graphic design, Do fonts really matter? While much of design is subjective, I do believe that there are some rules that all designers follow, regardless of their audiences.

Skip to: What this means for your business.

One of those rules is most definitely choosing good looking fonts, that aren’t distracting. Can you imagine Google’s logo in different fonts? Let’s take a look:

So immediately we can see that “Google” absent of any color has a very distinct look, which one can recognize subconsciously. This is clearly evidence that fonts are important on some level, as human beings tend to lean toward things that are familiar, even digital design.

If Google were to replace their fonts with something like “Comic Sans”, everybody would notice, and quite frankly most would probably hate it. But why? The science behind font choices wouldn’t seem very important, but trust me, companies spend millions of dollars every year looking into the nuances of design, which includes how fonts effect their perceived value.

The Right Font for your Business

Something I find quite interesting, and maybe something to think about is what should you do for your business? It’s a tough question, as I don’t think there is one solution, but I think we can get you in the right direction!

First off, you really have to decide what you are trying to convey with your business. In my opinion, if you are in the business of anything design related, a logo with word/letters may not be the best option. From our own case studies done, we found high user engagement with image based logos, like what Apple uses:

Property of Apple Inc.

This simple use of a graphic conveys more than words would, as “Apple” is not solely associated to the company, rather has many meanings in different contexts. It may be possible to integrate a font into the image of the logo, similar to this:

Property of British Airways

Here we see a recognizable but abstract image, that does require some kind of wording to let you know what company you’re flying with. Do notice though their font choice, as it is unique to their company, and if seen alone, is still recognizable as British Airways.


Look, this was an overly simplistic look at fonts, primarily because their use cases are extremely complex. Hopefully you see why fonts can be valuable, but if you aren’t convinced yet, I suggest you visit and look at their library of fonts.

Not only will you see a lot of original fonts, but you’ll see some copies of very popular companies and titles, and immediately, without their company name or image, you will recognize where the font belongs. Let’s take a quick look before we sign off:

While we do see the a hint in the word, the actually titles are not there, but still if you are familiar with these titles, will immediately pop out. This is a very limited example, again I urge you to take a look at and see for yourself. You will be surprised how familiar some of them look, and depending on your experience with those titles, could engage positive emotions for a title regardless of the content.

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Do fonts really matter?

One of the more frequently asked questions by individuals that aren’t super into graphic design, Do fonts really matter? While much of design is subjective,