Typography choices to send shivers down your spine
On August 6th, 2025, the world of branding saw a significant discussion unfold, centring around the often-overlooked yet impactful element: font choices.
In the heart of Clerkenwell, London, resides Further (formerly DesignStudio), a creative digital agency specialising in creative web design, web development, branding, and digital marketing. Their expertise shines in crafting brand identities that resonate and connect with their target audience.
However, as the agency's work showcases, not all font choices lead to success. One such example is the use of 'Lobster' font, a typography that can make a high-growth fintech company look like a gastropub in Surrey. Described as what happens when someone discovers ligatures and loses all restraint, Lobster font, with its curly, playful style, can create a perception of informality and lack of professionalism.
Conversely, grunge fonts, such as "BloodStab Italic" or "Sk8orDie.ttf", are associated with poor design choices often seen in school film club posters or Saw sequel posters. These fonts, which often include fake blood, cracked letters, or "spraypaint effects", can create a negative first impression, especially for brands aiming to build trust. Using grunge fonts may suggest that a brand sells scented gel pens and chaos, rather than delivering a serious message. If a brand uses grunge fonts, it may be perceived as having a cat named Mr Tibbles and a shared Facebook account with a spouse.
Fonts can convey tone, trust, and emotion, but they can also ruin a brand's image. Ubuntu font, for instance, is perceived as coming pre-installed on a Linux system, lacking brand trust, and giving passive-aggressive project manager with an anime mousemat vibes. On the other hand, FS Kitty, with its glitter glue, year 8 girlband vibes, and being vaguely threatening, may not be the best choice for a corporate brand.
To ensure a brand's font choices align with its vision and values, tools like the Brand Pulse Audit can be utilised. This tool helps in auditing a brand to determine where it thrives and where it needs improvement.
The power of font choices in branding was also highlighted by the public meltdown of Ryan Gosling over the use of Papyrus font in the movie Avatar. The lesson learnt: font choices matter, and they can make or break a brand's image.
In the end, the choice of font is a crucial decision that should not be taken lightly. It's essential to consider the brand's identity, target audience, and the message it aims to convey. After all, the right font can help a brand stand out, while the wrong one can lead to a gastropub-like identity in a high-growth fintech company.
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