How We Curate & Select Brand Fonts

At Hello June, we’re known for our laidback luxury typographic brand design. The power of typography allows us to convey personality, style, and tone, so choosing the perfect one is not a quick or easy task! With every branding client we follow the same steps to curate and customize fonts that take brands from basic to striking and memorable.

Brand Strategy

No matter the client, we always start our projects with a foundation of brand strategy. This helps us uncover our client’s positioning, target audience, values, and how their brand should feel and look. The type styling needs to align with their brand’s personality and message. Focusing on the tone of the brand can help guide us into the type exploration phase. Playful and laidback brands will have a much different typographic style than luxurious and mature brands.

Type Foundations

Knowing the foundational psychology of typography helps us know which types of fonts to explore. Serifs are often associated with tradition, elegance, and formality. Sans Serifs are known for their clean, modern, and minimalistic appearance. We tend to gravitate towards display fonts for our client’s primary logos. Display fonts are more unique and attention-grabbing, and would not work for a paragraph of body copy.

Type Exploration

Our favorite phase of the process is type exploration. With an understanding of our client’s values and messaging plus the foundational typography knowledge, we can start to browse through hundreds of typefaces and notate the ones that fit our client’s needs. We always write out our client’s business name in the fonts we explore because certain letters can change our perspective on whether or not we like a font. After we’ve taken many screen shots, we narrow down to our favorite 8-10, and then present those options to our clients in our signature Brand Strategy presentation.

Type Manipulation

Once our client has approved the direction for their logo typography, we’ll start to design the primary logo. We always make sure to adjust letter spacing and modify individual letters to make the font unique to our client. This way, their logo is one-of-a-kind, even if their chosen font is in use elsewhere.

Having strong typography allows our clients to convey their values, style, and personality from just a quick glance. Hiring a brand designer to turn your ideas into visuals is a wonderful way to transform your brand into one that won’t be forgotten. Interested in taking your brand to the next level? Let’s chat about working together!