Font! What is it good for? Font has absolutely everything to do with your branding. Have you ever seen a business utilize Comic Sans font and then silently judged them for their faux pas? It’s okay, it happens. Consumers are becoming even more savvy when it comes to determining which companies they trust and some of that has to do with the way the company brands itself – even down to the font type.
As a small business owner with a limited budget to begin with, I couldn’t go all out and have a designer create a new font for me, so I got resourceful! Google Fonts is a great starting point for researching free fonts to use for your business! Google’s font directory places typography front and center for you to explore, sort, and test fonts for use. Google’s series of thematic collections helps you discover new fonts that have been vetted and organized by their special team of designers, engineers, and collaborators.
All the fonts in Google’s catalog are free and open source, making unique type accessible to anyone for any project. Google Fonts takes care of all the licensing and hosting, ensuring that the latest and greatest version of any font is available to everyone.
Simplified happily utilizes the free Google font, Lato. Lato is a sans serif typeface family started in the summer of 2010 by Warsaw-based designer Łukasz Dziedzic (“Lato” means “Summer” in Polish). The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. “Male and female, serious but friendly. With the feeling of the Summer,” says Łukasz. Serious, but friendly sounds a lot like the Simplified brand – coincidence? I think not.
Your choice of typeface is as important as what you do with it