Finding Your Font: How To Make A Typestyle Work For Your Business Sign

There are over 3,000 different fonts available for your business sign. How will you choose? Well, there are a lot of factors to consider when picking the typeface(s) you’ll put on your sign. And it’s much more important than you may realize. Luckily, we have a guide to fonts that will tell you everything you need to know and help make your business sign as effective as possible.


Get Recognized!

Your business sign pulls double duty. Yes, it gives your target audience information – it tells them the name of your business and conveys what type it is. But it also serves as a form of brand recognition for your business. When you select a distinctive and appropriate font for your business, you create and reinforce brand recognition within your community and among your customers and clients. A common way to build a sign that creates this brand recognition is to use two typefaces and two colors.


The font and color styles you choose for your business signage convey a message, so it’s important to choose the right ones. A bright, slanted or curly typeface will send the message that your business is “cool” and “fun.” Something with long, straight letters in a subdued tone will give the sense that your business is professional and conservative.


Whatever you choose, your sign should be instantly recognizable. Your goal is to create a striking and unique business sign that will become the symbol for your brand.


More Than A Feeling

Each typeface conveys a feeling. While your potential customer may not look at the font you choose and think “wow, that font makes it seem like this restaurant will be a lot of fun,” that is essentially what they’re unconsciously thinking. It’s your job to choose the font that will put the right message in their mind. The subtle influence of the style of your business sign is extremely important.


All fonts can be put into two broad categories:


1.Friendly, warm and casual

2. Formal, serious and traditional


There are degrees of professional and playful, and some fonts can be both. The key is to choose a font that is appropriate for your message. If you’re opening a law firm called “Goodridge and Brown,” which font would be more appropriate?


Goodridge and Brown


Goodridge and Brown


Obviously, the second font is more appropriate for the professional, upscale feeling a law office would want to suggest.



You want to make sure your sign is extremely easy to read. What? You want to make sure your sign is extremely easy to read. If a person cannot read your business sign, it’s not doing its most basic job, which is conveying some sort of information. If a person can’t even read your sign do you really think they’ll walk into your business? Of course this seems obvious, but it’s easy to overlook the clarity of your sign when you’re focusing on making it look pretty. Things that work up close can be difficult or even impossible to read from a distance.


Text Effects

Making your text curvy or curled can give your sign some great visual interest. Just make sure that it doesn’t become unreadable.


Making Text Work For You

There are some simple ways to ensure that the text on your business sign will convey the feeling and message you want while remaining easily readable.


First of all, don’t overdo it. Anything more than two fonts and two text colors per sign will look confusing and cluttered.


Make sure your primary message stands out above and beyond all other text. For example, you wouldn’t have your sign say:


Dani’s Day Care

Since 1985


It’s great that the day care has been in business for so long. It’s a good idea to put that on the sign because it demonstrates that the business is successful. But if only “Since 1985” catches the eye, no one will remember that it’s Dani’s Day Care that has been around so long.


Figure out what your core message is before you choose a font. If you want people to identify your day care as more fun than all the others, you’ll want to look for a playful font.


Dani’s Day Care

This certainly doesn’t work.


Dani’’S Day Care

This Definitely says “playful!”


It’s always a good idea to get a second opinion. Ask a friend or fellow business owner what feeling they get from the style of your message. It can be difficult to get out of your own head long enough to find a fresh perspective.


Follow Their Lead

If you look at the signs of well known companies, you’ll see how strikingly simple and readable they are. And you will be able to identify the sign immediately because they have created a recognizable brand.




See how clear and readable they are?


Best Examples


(Insert the professional, conservative and classical examples from e-book)


In the end, less is more and simpler is better. But you can still use your creativity to design a totally unique business sign – it just means that clarity should be your number one concern.

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