Sunday, November 04, 2007

Font Basics for Branding

This is your SiteProNews/ExactSeek Webmaster Newsletter!
To drop your subscription use the link at the bottom of this message.

   Bring Your Website to Life with a Virtual Spokesperson!

  Webmaster Software     Webmaster Resources     Link to SPN     Top SEO Tools     Blog Search     Website Templates 

  Advertise Archives Contact Us Privacy Statement SPN Blog Home SEO News Forums
 
    QUICK LINKS
 

NOV. 5,  ISSUE #1015

Web Search


Blog Search
   Add a Blog
   
Search 14,600+ Blogs
   
Grab a Blog RSS Feed
   
Blog Express for RSS Feeds
 
SiteProNews Blog
Read daily blog posts in the SiteProNews Blog by two of the Web's top writers, Jim Hedger and Jerry Bader.

Tools & Services

Webmaster Tools
   Web Page Analyzer
   Meta Tag Generator
   Keyword Popularity Tool
   Link Popularity Checker
   Search Engine Submitter
   Internet Tools Directory
   Site Resource Directory
 

SEO-News Forums
Join the SEO-News Forums to post comments, articles and tips or learn from SEO experts.
Forum Posts
Yahoo 243
Google 2029
SE Tips 276
Link Exchanges 369
General Discussion 220
Join the SEO-News Forums
ExactSeek Toolbar
Get the toolbar with spyware scanning, webpage keyword analysis, web search on multiple meta engines, popup-blocking, Alexa site ranking, word highlighting, auto-upgrade and erase browser cookies.
 
Traffïc Exchanges
Get Frëe Traffïc for Your Site with these Traffïc Exchanges:


TrafficZap


TrafficSwarm


Site of the Day
Newsvine.com is a comprehensive news site where visitors can read, comment on and post news stories. One of the original citizen journalism sites.

Does your web site qualify as a SPN Site of the Day? Webmaster resource sites can apply via email: sotd@sitepronews.com
 

App of the Day
Sitemap Generator (1.1 MB) extracts all links from your site recursively and generates a Google (XML), Yahoo (TXT) and HTML / CSV sitemap automatically. Freeware for Windows 98 and above.

If you have a Webmaster App that you would like listed on the SPN site, send us an email with details to: wapps@sitepronews.com
 

Must Read Ebooks
SPN offers one of the best eBook libraries on the Web. Our current selection includes Commercial and over 183 Frëe eBooks.

Authors can submit eBooks to SiteProNews via email: ebooks@sitepronews.com
 

Link to SPN
Link your site to SiteProNews, the newsletter and resource site for Webmasters.

Or, Add SPN to your site with just 2 lines of Javascrípt code. Top content for your site without any of the work.

Visit our SPN Promotion Partners page. Some great sites have opted to support the SiteProNews newsletter.

SPN Partners
UmbrellaNews - The Web's most comprehensive news site. Stories updated every 7 to 10 minutes.

SubmitPlus - Promote your site to 110 search engines... Frëe!

Template Monster - The Web's number one website templates are available for immediate download.

Online Site Builder - Providing one step point and clíck web site creation!

Web-Source - Your Guide to Professional Web Site Design & Development.

TheCgiSite.com - A directory of programming resources.

TechNewsletters.com - A search engine where you can review and subscribe to thousands of IT newsletters.

Frëe Alexa Toolbar - An indispensable tool for web professionals, providing Traffïc Data, Site Stats, and Contact Info for all the sites you visit!.

NewWebDirectory - A new internet web directory of professionally reviewed web sites providing both frëe and paid site submission.

FreeWebMonitoring - Monitor your web site's availability 24 hours a day, 7 days a week with ínstant email alerts and weekly web site performänce statistics.

DropJack.com - A new social content website similar to Digg. Submit your own original content or articles and news items that you believe are newsworthy.

SmartWebGadgets.com - Useful gadgets and widgets for your blog or website. Enhance any web page with just 2 lines of code.

Top 10 Exposure - Forget PPC. Get Google-Type ads for $3 - $4 per month and top 10 exposure across 225+ search engines & web directories.

ExcellentGuide.com - Provides a directory of trusted, reliable and credible websites based on a unique credibility scoring system

 

Submit Plus
Blog Search
Add Me.com
DropJack.com
DesignerWiz
Web Position
Alexa Toolbar
UmbrellaNews
SubmitExpress
Top SEO Tools
Website Builder
Top 10 Exposure
$100 Free Traffíc
SiteProNews Blog
WebMaster Radio
NewWebDirectory
Website Templates
FreeWebMonitoring
Search Engine Tool
FreeWebSubmission
SmartWebGadgets.com


Top Webmaster Headlines

Breaking Blog News



Font Basics for
Branding Your Small Business

By Erin Ferree (c) 2007

There are many components of a brand identity: logo, color palette, font choice, and the Visual Vocabulary. There's a lot of information available about the use of logos, colors, and Visual Vocabulary, but not much on the effective use of fonts. So, here's some information on the creative, practical, and technical aspects of fonts.

  Font Basics

A font is a set of all the letters in the alphabet, designed with similar characteristics. This is also known as a typeface.

Fonts are usually designed to include several style variations. This can include styles like light, regular, bold, semibold, ultra bold, and italic. Some fonts also include "Expert" versions, which are fonts that include fractions and mathematical symbols.


NetBooks - Integrated Business Management!


Font families are typically packages of fonts that include all of the different versions of a font. Using fonts with large families will give you a wide range of fonts to use in your materials, for variety and emphasis.

There are many basic classifications of fonts. Four of the most common classes of fonts are:

  • Serif fonts, which have little "feet," called serifs, at the ends of the lines that make up the letters. Some examples of serif fonts include Times, Palatino, and Garamond. These fonts are more traditional, elegant, and old-fashioned.

  • Sans-serif fonts don't have those feet. "Sans serif" means "without serifs." Arial, Verdana, Tahoma, and Helvetica are some of the most common sans-serif fonts. These fonts are more clean and modern.

  • Scrípt fonts are calligraphic or cursive fonts. Brush Scrípt and Nuptial Scrípt are two common scrípt fonts.

  • Display fonts are decorative and often used for logos or headlines.

There are other types of fonts as well, including handwriting fonts and all-caps fonts. However, the four listed above are the most common and useful in business communications.

  Creative Font Usage Guidelines

Each type of font has certain characteristics that translate into that font's personality. A font might be serious or light-hearted, traditional or modern, legible or decorative, or any number of other personality traits. The traits of the font that you use in your marketing materials and business communications should reflect and enhance your company's brand.

Halloween Hostíng Extravaganza!

Your company should have designated fonts to use in the following situations:

  • A logo font, which is typically not one of the fonts that come installed on Windows machines: it should be more unique and interesting. Some logos will have two or three different fonts in them. If this is the case, then consider using one of those fonts as the secondary font as well.

  • A secondary font, used for headlines, sub-headlines, taglines, special text such as graphics and captions, and decorative text such as pull quotes, which are the large quotes that are used decoratively in articles and documents. This can be the same font as is used in your logo. This is typically an interesting and unique font as well. This may also be used as the font for your contact information in your stationery, depending on its legibility.

  • A tertiary font is optional and may be used when the secondary font is not always legible, for mid-length texts such as pull quotes and contact information.

  • A serif text font, for lengthy printed documents. Printed materials are more easily read if they are in serif font rather than sans-serif font.

  • A sans-serif font, for shorter printed documents and on-screen use. Text on a computer monitor is easier to read in a sans-serif font than in a serif font.

  • A website font, which may be the same font as is used as the main sans-serif text font, depending on how that font translates for online viewing.

All of these fonts should have similar or contrasting characteristics. Choosing fonts with similar characteristics will make your fonts match and create consistency throughout your documents. Choosing fonts with contrasting characteristics will build visual texture and interest into your materials. For example, you could pick all thin, sans-serif fonts such as Arial and Frutiger to create a harmonious, matching suite of fonts. Or you could pick fonts with contrasting characteristics to create greater interest, such as using a serif font like Palatino for the headlines and then using a sans-serif font like Verdana for the text.


How to Get Top 10 Rankings on Google!

Each piece of marketing material or document created should have a maximum of three or four families of fonts on them. (A font family includes all of the bold and italic variations of a particular font, so using bold or italic effects does not count as additional fonts.) Using more than three or four fonts is confusing, and it looks unprofessional.

  Practical Font Usage Guidelines

Fonts can require special consideration when you send materials to a professional printer for reproduction, use them on your website, or send Word documents to others. Here are some basics on using fonts and preserving their appearance in these cases.

  • In printed materials, it's easier to read long blocks of copy that is set in a serif font. Sans-serif fonts are usually used in print for short blocks of information, like headlines, pull quotes, or bulleted lists.

  • When sending your materials to be professionally printed, make sure to address your desires regarding the use of fonts. You can either include the fonts with the files you send to the printer (which might be considered a copyright license infringement), rasterize your artwork (convert it to pixels, so the font data is no longer needed), or outline your fonts (creating shapes out of the fonts, an option that's available in most vector art programs such as Adobe Illustrator and Macromedia Freehand), so that they can be printed accurately. Outlining the fonts is the best way to ensure that your fonts will remain accurate and sharp.

  • Online, in websites, emails, and HTML newsletters, sans-serif fonts look the best: they're clean, clear, and easy to read. There is one other trick to online font use: you have to make sure that you use fonts that will be installed on the computers of people reading your site. Otherwise, your text will appear in the default font selected by their browser, which is often Courier, a very plain font. That limitation does leave you with several fonts to choose from, though, including Verdana, Arial, Tahoma, and Trebuchet MS.

  • Serif fonts could also be used on websites; however, it's best to use them in limited quantities, such as for headlines and subheads. Some fonts that are available to use on the web include Times, Times New Roman, and Georgia.

  • Another issue that commonly arises with online fonts is the difficulty in controlling the size and appearance of those fonts. Standard font tags in HTML don't provide precise sizing control and need to be used several times throughout each HTML document, so making changes can be time-consuming. You can use Cascading Style Sheets, or CSS, to precisely control the exact size of your fonts and to make site-wide font, size, or color changes with one simple alteration.

  • In Word Documents, you also want to make sure that the fonts that you use for the text will be available on the recipient's computer. Good fonts to use are the standard fonts that come installed on PCs, which include Arial, Verdana, Tahoma, Times New Roman, Georgia, Palatino, Courier, and Trebuchet MS.

  • In order to insert a small amount of customized text - such as your logo, tagline, or address information - create an image of that information and place it in the header and footer of the page.

  • Another way to preserve the appearance of text is to export your document as a PDF file and send it to the recipient; PDF files embed the fonts into each document so that they can be viewed on any computer and still look right.

  Some Technical Info About Font File Types

When you purchase fonts to use on your computer, you'll often be given a choice of buying a PostScript, True Type, or Open Type font. Here is a brief explanation of the characteristics and problems with each of these formats:

  • PostScript fonts are considered industry standard and are therefore preferred by professional printers. There is a format of PostScript fonts available for Macintosh computers and another format available for Windows computers; those fonts cannot be shared between Macs and PCs.

  • True Type fonts are often found on Windows machines. These fonts do not print as well as Postscript fonts.

  • Open Type fonts are the newest type of font. They are cross-platform compatible, but many fonts aren't yet available in this format.

With this information about the creative, practical, and technical aspects of font usage, we hope that you can make font choices that will enhance your brand.


About The Author
Erin Ferree is a brand identity and marketing design strategist who creates big visibility for small businesses. Through her customized marketing and brand identity packages, Erin helps her clients discover their brand differentiators, then designs logos, business cards, and other marketing materials and websites to reflect that differentiation, as well as to improve credibility and memorability. http://www.elf-design.com



Printer Friendly Version of this Article


Recommended Webmaster Articles

The Dark Art Of Search Engine Optimization
The title of this article is designed to illustrate the point of this article. Today we won't be taking a look at black-hat search engine optimization tactics.

Google Adwords Top Tips - Part 2
Google AdWords is one of the best advertising tools on the Internet, but only if you know how to implement Adwords properly to achieve maximum potential.

Article Services and Search Engine SEO
Article services and search engine SEO can be used together to provide a powerful means of attracting a high volume of traffíc to your website – if you know how to do it.

Need Content for Your Website - GoArticles.com has 587,000+ Articles
Add a GoArticles RSS feed or Javascrïpt feed in seconds.

GoArticles has introduced an
Article Rating System - Read, Then Rate!


Webmaster Resource Sites & Services

Top SEO Tools - A suite of the best online submission, reporting and SEO Tools available. Sign up for a frëe tríal.


Add Me! - a pioneer in search engine submission, and the most popular. They provide frëe submission and paid submission.

Google Ranking Secrets Revealed! Boost Your Google Ranking, Get More Orders, And Make More Monëy!


Build Your Traffíc with ABCSearch
Get $100 of FR-E-E qualified Visitors. Sign-up today and we'll match any initial deposit up to $100. Geo-targeting, full reporting and one clíck results!

Have an Opinion on Today's Article?
Post Your Comments in the SEO-News Forums
Sign Up for FR-E-E and Participate

 

 

SiteProNews - The Net's most widely read Webmaster newsletter



You are currently signed up to spn-aesop as: grobocop@gmail.com
To not receive further mailings, send a blank email to leave-spn-aesop-1453969Y@ezhmail.com


Jayde Online, Inc.
Suite 238, 23-845 Dakota Street
Winnipeg, MB R2M 5M3
(c) Copyright 2007 All rights reserved

0 Comments:

Post a Comment

<< Home