Issue link: https://www.ascpskindeepdigital.com/i/1037162
62 november/december 2018 Font Family Values Fonts contribute to the overall image, attitude, and feel of your brand. While there are thousands upon thousands of fonts to choose from, it's best to allow a graphic designer help you select functional fonts. Graphic designers also have an eye for balance and creativity, along with access to an arsenal of design tools and software—something you want for a polished, professional look. For a modern look, sans serif fonts are a good choice, while classic serif fonts contribute to the feeling of reliability and strength. Curly or script style typography can be used as well—but they should be used sparingly. You can even pair two opposite fonts together for higher impact, such as a thin and thick font, or a modern sans serif font with a fancy script font. Some fonts are not universally recognized on all devices and can leave you with strange characters or random replacement fonts that don't align correctly, so make sure to ask your designer about fonts that work well online. Also, a good rule of thumb for any marketing piece or logo is to use no more than 2–3 fonts together. Staying in the same font family looks cleaner and is less confusing for the reader. In the end, the most important part of font selection is readability. Once you've chosen your font(s) for your brand's personality and logo, make sure you stick with them on all things related to your business. This includes business cards, websites, brochures, logos, signage, and even name tags. Continuity is important for strong, successful, and memorable branding. Setting Your Sights on Your Website Perhaps the most revealing extension of your visual brand identity is your website, as it combines all elements and tells a more in-depth story. Many customers will review it long before they book an appointment with you, so it's imperative it mirrors who you are as a brand, and ultimately what customers can expect by scheduling an appointment with you. Informed on Uniforms Your appearance is also a part of your professional brand, so make sure you and your staff dress the part. Polished and professional grooming complemented by a clean, pressed uniform is always in style and can take the guesswork out of what to wear every day. Again, be sure to choose something that is consistent with the brand's identity regarding style, color, and any embroidery or enhancements. Free and Almost Free Fonts losttype.com fontfabric.com fontsquirrel.com