Display fonts that trigger a sense of discomfort or unease
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In the world of branding, every detail matters, and one often overlooked aspect is the choice of fonts. Emily, a writer, delves into this topic on August 6th, 2025, highlighting the emotional impact fonts can have before a brand's message is even read.
When it comes to professional branding, grunge fonts are generally not recommended. Associated with a lack of trustworthiness, using grunge fonts may imply a connection to a 14-year-old's aesthetic or even a cat named Mr. Tibbles and a shared Facebook account with a spouse. Fonts like "BloodStab Italic" or "Sk8orDie.ttf" are often associated with school film club posters for horror movie sequels.
On the other hand, the Ubuntu font, originally developed for the Ubuntu operating system, has helped position the brand as modern, humanistic, and clearly readable across devices. Its use in branding contributes to an accessible and international identity. However, fonts like FS Kitty, Lobster, or Stencil, while popular, have less clear or specific associations in major corporate logos or branding.
FS Kitty, for instance, is associated with glitter glue, year 8 girlbands, and is vaguely threatening. Lobster, on the other hand, is often associated with menu boards, yoga candle labels, and has a vintage or "Brooklyn" context. Stencil fonts are discouraged unless specifically branding camo tents or designing warning labels for landmines.
The choice of font can convey the brand's message, including its trustworthiness, before anyone reads the tagline. For instance, the use of the Lobster font may imply a connection to Etsy, Call of Duty expansion packs, or Army surplus shop logos made in Microsoft Paint.
To avoid trust issues, it's important to choose fonts carefully for branding purposes. KOTA, a Creative Digital Agency based in Clerkenwell London, specializes in Creative Web Design, Web Development, Branding, and Digital Marketing, and can help assess a brand's strengths and weaknesses in minutes using the Brand Pulse Audit tool.
In conclusion, fonts are powerful tools that can convey tone, trust, emotion, and can ruin a design. Brands should consider the emotional impact of their font choices and strive for a balance between uniqueness and trustworthiness.
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