Choosing the Best Colors & Fonts to Represent Your Brand

Choosing the Best Colors & Fonts to Represent Your Brand

What’s the first thing you see when you look at a business? Whether you’re looking at a street sign, a business card or a website, all of these materials have one thing in common: your logo.

Your logo is your image: It’s what people see before they meet you. Therefore, it’s imperative your brand should properly represent your company and attract the right people.

Phew. That’s a lot of pressure. Without getting overwhelmed, break down your logo into the two main visual aspects: colors & fonts. These two should work in harmony together to display your core values and personality to your target market.

What Color Represents Your Business?

Most don’t realize there is a psychology behind choosing the right colors for your logo design. Society creates associations with certain colors and each color can conjure powerful emotional reactions. For example, if you walk into a room with bright red walls, you may feel more tense or energetic. Alternatively, a room painted light gray or green may make you feel calm, secure and relaxed. The colors in your logo should reflect the values of your business.

It’s all about balance.

You’re going to need a palette of colors. Choose colors that mesh nicely with each other. For example, a bold, exciting color will pop next to a neutral or softer color. Just as you wouldn’t yell at a customer when first meeting them, you don’t want to “yell” with a logo full of demanding, bold colors. Keep it balanced!


Choosing a font can be entirely overwhelming as there are millions of different typefaces in existence. As you’re picking fonts that you like for your brand, you want to keep two things in mind: readability and personality.

When I create a logo for someone, I typically select two fonts. The first one is the supporting font and is easy to read. The “readability” font is best for areas of long, heavy type, like printed flyers, copy on websites, etc.

The second font is the “personality.” This font can be more fun and abstract to capture the charisma of the company. Since this font is typically not easy to read, it’s used for the company name and short headlines. Long paragraphs should never be written with a personality font!


Official vs. Friendly

Just like colors, society creates certain associations with fonts. The easiest way to prove this is between basic serif vs. sans-serif fonts.

Serif fonts are decorated with lines and tend to be associated with more of an “official” or “traditional” look. Serif fonts are most often used by law firms, medial offices, insurance agents, banks, etc. If your company is more “relaxed” and you’re looking for a “friendlier” look, sans-serif fonts are cleaner and have a less intimidating vibe. Sans-serif fonts are most often used by tech agencies, digital firms, non-profits, childcare firms, etc.


Working Together in Harmony

The ultimate goal is to select a palette and a couple of fonts that are pleasing to the eye and attract the ideal market. Each element in your brand should work together to deliver your underlying message.

Are you uneasy about your brand or not sure if it’s working for you? Take a look at some of our creations below and contact us for help at 203-426-9193 or

> Stay tuned for my next post in March on The Design Process: Beginning to End.

About the Author

Alyssa Canfield

Alyssa’s ability to translate concepts into visually appealing and impactful presentations creates a competitive edge for our clients. She uses her creative eye to bring life to still images and print designs.