How to Choose Colors and Fonts that Fit your Brand?

A business’ brand is their face. It gets better with popularity and good press but can also appear distasteful with bad PR. Nevertheless, it’s one business element that any establishment can never go without. But it’s also worth noting that brand includes brand logo and tagline.

Branding includes the colors and fonts you use for your business. They create the overall impression you give to your customers and what customers will remember about your brand. So if you’re still establishing your brand online, here are a few tips on how to choose colors and fonts that fit your brand.



Colors have different meanings. In China, for example, the color green signifies luck or money, while in the Western culture, it’s often linked to nature or anything related to the environment. Red is often associated with the word love, passion, and energy. White on the other hand is associated with cleanliness and simplicity.

Generally, there are different ways to interpret different colors, so carefully choose the colors for your brand. Select colors that are easy to remember and fits with what your business stands for.


As you grow your brand and your business, there’s a good chance that you will have to publish your logo in an advertisement or a notice to be printed in black and white or in a smaller size.

Therefore, when you create a logo, keep versatility in mind, and ensure that the logo will look good in color or black and white background, even as it looked good and elegant in multi-color.


You’re going to use your brand color for your logo and it will appear in every marketing material you’ll create. And so, it’s wise to make the colors as memorable as possible.

The goal always is for your customers to remember. They should be able to associate your business with the colors of your logo.



Readability is defined by the way the paragraphs and words appear in the medium. Spacing, typography, and even font size play key parts in the readability of your text. It creates a general impression of your brand and what it offers.

Serif or Sans-Serif?

Assess whether you need to go for a more formal font or one that is more flexible and more modern. Generally, Serif is deemed as the formal version of Sans-Serif and has become a go-to font for businesses who want to establish authority or superiority.

Some examples of brands that use Serif are Wall Street Journal, GAP, Sony, Dior or even Mercedes-Benz.

Sans-Serif, on the other hand, tends to give off a more approachable style with a modern feel. Some brands who fashion a Sans-Serif font are Microsoft, Google, HSBC, and Ebay.

When choosing the font and color for your brand, it’s important to keep in mind that both elements should effectively represent what you stand for as a brand. It should also be able to create a lasting positive impression to your customers that will set your business apart from your competitors.

PerOla Hammar 陈家悦
Father of 2. Marketing, sales & web geek who is open-minded & eager to learn. Experienced a lot in the past years, both good and bad. Lesson learned? LIVE LIFE!