To some, typography isn’t terribly sexy. Color is immediately noticable. Imagery is eyecatching. Typography, on the other hand, is subtle and when it’s done well, you might not even notice it. It’s the often-overlooked, unsung hero of graphic design. It’s almost always there, doing its job, communicating the message, and it can make or break a piece.

Finding, choosing and pairing fonts for your brand is an important, and fun, part of designing a brand identity. In an effort to make it more on the fun side, I’ve listed some tips and resources below to help guide you.

Choosing fonts is one of the most important steps in creating a killer brand identity that will last for the long haul. Fonts (or typefaces), like people and businesses, have different personalities. They can communicate many different messages. They can render a logo unreadable or provide the perfect pitch to complement a logo and reinforce a brand’s personality.