Typography, the art of arranging type, is more than just picking fonts and throwing them together. It’s about creating a visual identity that speaks volumes about your brand. As the world of design evolves, so do typography trends. 

Whether you’re rebranding, enhancing your brand, or just trying to stay on track, understanding these different branding trends and incorporating them into your style guide is essential.

The Latest Typography Trends

Bold and Big

Big, bold fonts are making a comeback. Think headlines that shout instead of whisper. They command attention and make a statement.

Imagine your headline is the guy in the office who always talks too loud in meetings. Yeah, that’s the energy you want.

Serif Revival

Once considered old-fashioned, serifs are back in style. They add a touch of elegance and trustworthiness to your brand.

Serifs are like the vinyl records of fonts—they were cool, then they weren’t, and now they’re retro-cool again.

Minimalist Sans-Serif

Clean and modern, sans-serif fonts are perfect for a sleek and contemporary look. They’re versatile and work well across digital and print media.

Sans-serif fonts are like that friend who’s always super tidy and organized—simple and no-nonsense.

Custom Fonts

Brands are increasingly investing in custom typefaces to stand out. A unique font can become a signature element of your brand’s identity.

Custom fonts are like having a personalized license plate, but less annoying.

Mix and Match

Combining different fonts can create a dynamic and interesting visual hierarchy. Just don’t go overboard—less is more.

Think of it like mixing patterns in fashion. Done right, it’s stylish. Done wrong, it’s a hot mess.

Creating a Style Guide: What to Include

A style guide is your brand’s bible. It ensures consistency and helps anyone who’s working on your brand to stay true to your visual identity. Here’s what to include:

Typography Guidelines

Font Choices: List primary, secondary, and any specialty fonts. Include details like font sizes, line spacing, and usage scenarios.

Hierarchy: Define how to use different fonts for headings, subheadings, body text, captions, etc.

Examples: Provide visual examples to illustrate proper usage.

Think of your typography guidelines like the script for a play. If everyone ad-libs, it’s chaos. Stick to the script!

Color Palette

Primary Colors: The main colors of your brand.

Secondary Colors: Used for accents and highlights.

Color Codes: Include HEX, RGB, and CMYK values for accuracy.

Your color palette is like your wardrobe. Mixing the wrong colors can result in a fashion disaster.

Logo Usage

Versions: Include all versions of your logo (full color, black and white, horizontal, vertical, etc.).

Spacing and Sizing: Guidelines for minimum size and clear space around the logo.

Don’ts: Common mistakes to avoid (e.g., stretching, altering colors).

Your logo is like your brand’s face. Don’t let anyone give it a bad haircut.

Imagery Style

Photography Guidelines: The style of photos that fit your brand (e.g., candid, staged, color tones).

Graphic Elements: Icons, illustrations, patterns, etc.

Think of imagery guidelines as your brand’s online profile. It’s all about presenting your best self.

Voice and Tone

Brand Voice: The overall personality of your brand (e.g., formal, casual, witty).

Tone Variations: How the tone might change in different contexts (e.g., social media vs. official documents).

Examples: Provide examples of do’s and don’ts for oyur brand.

Your brand voice is like your internal monologue. Make sure it’s not saying anything embarrassing out loud.

Branding Rules to Enhance and Maintain Your Visual Identity

Consistency is Key

Ensure all elements of your brand are used consistently across all platforms.

Adapt and Evolve

Stay updated with design trends but don’t follow them blindly. Adapt what fits your brand.

Know Your Audience

Your visual identity should resonate with your target audience. Keep their preferences in mind.

Quality Over Quantity

Invest in high-quality design elements and avoid clutter. Simplicity often makes a stronger impact.

Feedback Loop

Regularly gather feedback and be open to making adjustments. A brand should be a living, evolving entity.

By understanding typography trends and creating a comprehensive style guide, you can enhance your brand’s visual identity and ensure it stays consistent and impactful. And remember, a little humor can go a long way in making your brand relatable and memorable.

At Empire Creative, we’re experts in all things branding. From typography trends to full visual identity overhauls, we’ve got you covered. As the go-to design agency in the Houston area, we specialize in branding, website, logo, and graphic design. As a full-service marketing agency, we’re here to help you make a lasting impression. Contact us today to start your journey to a stronger, more cohesive brand!