Types of fonts and their features

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You may be surprised, but choosing the perfect brand fonts for your company is just as important as, say, choosing your brand colors. They influence the visual harmony and set the overall tone of your brand communications. So it’s no surprise that, according to MDG Advertising, 75% of consumers evaluate a company by its website design.

In general, it is customary singapore cell phone number list to distinguish 4 main types of fonts, each of them has its own impact on the audience. However, which fonts are popular in the Ukrainian market?




Serif fonts
Such fonts are also called anctives. This is the most traditional type of font. It began to be used as early as the 15th century. The wave of popularity of notches continued until the beginning of the 19th century - most magazines, newspapers, leaflets and posters were printed with this font. Consequently, they are mainly chosen by brands that want to indicate their authority and the presence of a "majestic" brand history.

This type of fonts includes, for example:

Times New Roman;
Georgia;
Playfair Display;
Frank Ruhl Libre;
Antic Didone.
They are chosen by brands such as Rolex, Prada, Gucci, Vogue.

Prada fonts

Among Ukrainian brands, communication with serif fonts is rare, but there are still companies that choose them for various reasons. For example, the history of creatives of the public organization "Ukraine without Smity" is interesting.

Read also : 8 Principles of Applying Visual Hierarchy in UX Design Every Marketer Knows
creative Ukraine without smitty
Source: https://telegraf.design

The designers who worked on them,they tell:

"We had a little bit of a designer joke here. Maybe it was just us, but we thought it was a cool move. We wanted to find something really old and uncool (that wasn't vintage and wasn't used in design yet), that looked ugly, and give it a new life. So we found the font Courier, which was at its peak in the 1990s (we chose from several font options - Times New Roman, Courier and Comic Sans), and decided to upcycle it."

Sans serif fonts
Another name is grotesque or Egyptian font. It appeared much later and was hardly perceived at first. In the 20th century, such fonts began to be used in headings and on covers – this was an attempt to attract attention. But then these fonts gradually began to be perceived as more modern.

Examples of this type include the following:

Montserrat;
Lato;
Open Sans;
Arial;
Archives;
Didact Gothic.
According to modern principles of web design, these fonts are considered the most successful, because they are much easier to read and perceive. Apparently, this is why Ukrainian brands mostly choose to communicate with this type of font. For example, they can be seen on the websites of Planeta Kino, Comfy, DTEK, Citrus, Nova Poshta, ATB, Ukrposhta, Uklon, Dnipro-M, Orner and many others.

Sans serif font in Ukrainian brands

Sans serif font in Ukrainian brands 2

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Read also : The Best Fonts for Ecommerce Sites and Where to Find Them
Handwritten fonts
This type of font is also called calligraphic. Everything is simple here – the font seems to copy human handwriting. They are a little more difficult to read than the two previous types, but such fonts are great for creating a certain accent. Handwritten fonts are used in invitations, certificates, diplomas, but only in headings or certain places. Writing the entire text in such a font is not the best idea. In web design, the use of this type is a very rare phenomenon, however, it can be found, for example, in the design of Stories in Instagram accounts of Ukrainian brands.

Handwritten fonts in Ukrainian brands

Heading fonts
This group is somewhat different from the previous ones, because they are united not so much by form, but by purpose. They are used mainly only in headings, logos, signs, posters or advertising billboards.

Headline fonts are a way to draw attention to a part of the text. Not only regular styles can be used to create them, but also hand-drawn or abstract ones. This font is not often seen in the communication of Ukrainian brands, but MasloTOM uses it in individual design elements.

Heading fonts in Ukrainian brands

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Branded fonts
On the websites of Ukrainian companies, you can see their own branded fonts. In fact, they do not differ significantly from each other, probably because they all belong to the "family" of sans-serif fonts. For example, you can see the fonts Rozetka, Uber, Kyivstar, Megogo, Silpo.

Branded fonts of Ukrainian brands