How typography can touch you — Atelier Pan

How typography can touch you

By Simon Droog — a Dutch self-taught brand and graphic designer

Your choice of typography (typefaces and fonts) has a huge influence on how your brand is perceived.

Did you realise that?

I for one didn't know that about typography before I became a graphic designer. 

Typography is an integral part of your branding. 

Typography, typefaces and fonts have the ability to touch us. They can evoke certain feelings and emotions. The typeface a brand uses can for example give you a formal feel or the complete opposite — a casual one.

Just with a typeface alone.

Take Disney for example:

Atelier Pan How typography can touch you Disney

What kind of feel does the Disney logotype give you? 

I bet you don't get a serious feel from the logo. Right?

It probably gives you a feel of fun...
...and that's definitely intentional.

As you can see, a typeface can already say a lot about a brand.

"The secret of type is
that it speaks."

— Paul Claudel, French poet

NB. In this article I talk about typography, typefaces and fonts. I can imagine that all this can be a little confusing (if you’re not a graphic designer). If that's the case, no worries. Let’s get that out of the way first. If not, then just skip ahead. 

What is the difference between typography, typefaces and fonts?


I'd like to show you 7 examples of how a typeface can touch you. I've selected 14 typefaces to give you an idea of what they can do:

Atelier Pan How typography can touch you
Atelier Pan How typography can touch you
Atelier Pan How typography can touch you
Atelier Pan How typography can touch you
Atelier Pan How typography can touch you
Atelier Pan How typography can touch you
Atelier Pan How typography can touch you

— 7 examples of how a typeface can touch you.


Choosing the typography for your own brand is no simple task. It takes careful consideration. You start by figuring out what kind of look & feel you want your brand to represent and what kind of clients you want to attract — a certain feel usually attracts a certain client.

"Type is branding*.

*More [people] should understand what an opportunity that is."

— Elizabeth Carey Smith, Brightcut - The Letter Office

Here's a two step process to help you choose your own typography:

Atelier Pan Simon Says tips


Choose carefully — What is the goal of your business? What do you want your brand to represent? What kind of look & feel do you want your brand to express? Or what is appealing to the audience you're trying to attract? Ask yourself these kind of questions. They help you decide which typefaces to go with. Then pick a typeface that fits your goal and suits your audience.


Keep it simple — If you’re not a designer and you feel choosing a typeface is challenging enough, I’d stick to 2 typefaces max. One for your body copy (the big chunks of text) and one for headlines and subheads.

I also have three articles with some other great examples and practical tips:

  1. Build Your Brand: How to Choose The Right Fonts — some amazing use of typography
  2. — a great tool for Google Font pairing
  3. What’s Your Type? The 5-Step Guide to Finding the Right Font — a practical how-to guide

Typography can do a lot for your brand. I hope I've been able to help you realise that after reading the article.

Have you been able to find a typeface to represent your brand?

I'd love to hear your ideas. Just post your ideas in the comments below and I'll give feedback on your ideas, plus I'll send you a suggestion for an alternative typeface if you feel you haven't been able to get the right feel just yet. Free of charge. 

With pleasure,


Atelier Pan | Brand Design for Conscious Entrepreneurs
Become more credible, attract your ideal client and take your business to the next level.

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