More often than not, first-time entrepreneurs choose a font for a logo or body text, on a whim. We like or dislike a font according to our own tastes, but in creating a brand identity the font choice shouldn’t be left to the last minute or regarded to be of little importance. Indeed, fonts give personality to our brand. They underline, explain and convey your values.
Fonts ‘speak’ to our imagination and they contribute to the creation of a mental image of a brand. It is important to underline that if the chosen font doesn’t match your brand values and message, it may create mixed signals to your audience.