I’ve got a logo and I’m going to use it! This is the attitude of many companies after purchasing a shiny new logo. However, your brand or trademark is only part of the story when it comes to presenting a professional image to the world at large.
A poor or non-existent house style is a recipe for diluting your message, and confusing your prospective customers. Engaging different people to design your website, stationery, and marketing materials requires a strict set of rules, otherwise your company image is going to dissolve like a sugar cube in a hot cup of tea! A good house style will define at least things like:
- logo usage, particularly minimum spacing from surrounding elements, if it’s colours and background colours are mixed, and so on.
- Colours to be used in presentations – in particular to type/text.
- The typographical rules to follow – in particular, the font families to be used and where they should be applied.
There are so many fonts – which do I choose?
Some designers can become truly evangelical about their beliefs on the topic, and may even appear to vanish up their own posteriors – so be careful not to get too bogged down with the finer nuances of type design – keep your feet on the ground, and get some advice from a designer who respects your budget and has a proven record of sensible typographical design under his/her belt.
Although there are literally tens of thousands of fonts out there, there are two main classifications which almost all fonts fall into, and everyone can understand without being an expert – Serif typefaces (e.g. Time Roman), which have terminators (serifs) of some sort on the end of their strokes, and Sans-Serif (e.g. Arial) which don’t.
In this example I am going to look at a simple masthead/heading and body text font combination. This is a good starting point for any typographical design strategy. I’m not a great fan of rules – and any designer like me will probably try it on from time to time with something different – but even designers who bend and break the rules (usually) do so with the following minima in mind. Read More…