This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

Should Your Business Use One Font Only? It's not just what you type, but how it looks when you type it.

By Thursday Bram

This story appears in the February 2015 issue of Entrepreneur. Subscribe »

If you want to ensure that existing and potential customers recognize your brand, you need to go further than just designing a memorable logo—you need to create a cohesive experience. One of the most undervalued yet effective ways to do this is by selecting a singular typeface to use for all client communications, marketing materials and other representations of your brand.

Graphic designers are happy to discuss typography as well as style guides for company use—often as an extension to any branding work they're already doing for you. The resources available to improve your typographic brand are better today than ever before: Typographers are releasing new typefaces every day, and software developers are creating better tools to let companies integrate good design into every part of their business.

Wistia, a Cambridge, Mass.-based provider of video hosting and analytics, employs two key fonts universally: Interstate (a digital typeface utilized throughout Wistia's online platform) and Whitney (used in print materials, as well as on the website). Both fonts were designed by Tobias Frere-Jones of New York.

The rest of this article is locked.

Join Entrepreneur+ today for access.

Subscribe Now

Already have an account? Sign In