What’s the first thing you notice about a brand like The Ordinary or Forest Essentials?
Chances are, before the product, you feel the brand, and a big part of that comes from its typography. Fonts are not just design elements; they’re loaded with personality, intention, and memory.
Let’s rewind. Typography didn’t start on Instagram carousels. It began with carved letters in stone, then Gutenberg’s press, and centuries of evolution later… here we are, obsessing over whether Inter feels too techy or if Playfair Display is extra enough for our luxury skincare line.
The Evolution of Typography
Once upon a time, typography was purely functional. In the 15th century, it meant setting moveable type to make books readable and replicable. Over time, letterforms grew stylish. Serif fonts like Garamond and Bodoni were born, designed to feel classic and trustworthy.
In the 20th century, Helvetica came in, wiping the slate clean with its minimalist neutrality. Suddenly, typography wasn’t just a vehicle. It was a vibe. Designers, artists, and advertisers began to recognise how typography could speak when the product stayed silent.
When Fonts Entered the Branding Game
With the boom of advertising and digital design, brands began picking typefaces not just for readability but for emotion.
Think of:
Coca-Cola’s cursive: A flowing, cursive script style that embodies elegance and heritage, commonly associated with the Spencerian script.
Source: Coca-Cola
Vogue’s stark Didone serif: The Vogue logo is truly legendary, one that lets the font do the talking and makes itself memorable.
Source – Hatchwise
Typography wasn’t just labeling anymore. It was identity. The font you chose could say “luxury,” “rebellion,” or “trust me, I’m organic.”
Font Psychology
Here’s a mini decode of how fonts mess with your brain (in a good way):
Serif Fonts (e.g., Playfair, Baskerville)
→ Traditional, elegant, credible. Often used in luxury, fashion, or heritage brands.
Source: Signal Foundry
Sans-Serif Fonts (e.g., Helvetica, Poppins)
→ Modern, minimal, clean. A go-to for tech, wellness, and D2C brands.
Source: Spotify
Script Fonts (e.g., Great Vibes, Satisfy)
→ Personal, feminine, luxe. Used in beauty, skincare, boutique brands.
Source: Cartier
Display Fonts (e.g., Canela, GT Super)
→ Bold, dramatic, stylized. Found in fashion editorials, food labels, edgy brands.
Source: Lego
What Fonts Do F&B Brands Love?
F&B brands use fonts like they use spice, with drama and detail.
Blue Tokai: Modern sans-serif, earthy tones. Quiet sophistication.
Haldiram’s: Hyper-recognisable Devanagari-style wordmark that screams cultural legacy.
F&B fonts are often:
Warm and inviting (think round, soft edges)
Rustic or regionally inspired
Paired with handcrafted elements or bilingual scripts
What Fonts Do Fashion Brands Love?
Fashion brands lean towards:
Sharp serifs (like Didot, Bodoni) → editorial and timeless
Stretched/Condensed Display fonts → bold and runway-worthy
Minimal sans-serifs (like Futura) → for high street or minimalist brands
Think:
Balenciaga’s stark caps lock: The official logo of the Balenciaga fashion brand is a clean, minimalistic logotype in the uppercase of a modern geometric sans-serif typeface.
Sabyasachi’s regal custom font with gold foiling: Discover Pinterest's best ideas and inspiration for Sabyasachi logo design.
Typography here is couture, no compromises.
Typography in Skincare & Beauty
This one’s fun, the fonts here aim to look good and feel trustworthy.
The Ordinary: Stark, clinical sans-serif — skincare that means business.
Forest Essentials: Gold serif + Sanskrit styling — indulgence + authenticity.
Glossier: Soft, round sans-serif — friendly, feminine, modern.
Trends? Clean lines, soft forms, modern sans-serifs, lowercase lettering — approachable luxury.
Accessibility in Typography
As much as we love design drama, brands must also consider legibility and screen-readability.
A gorgeous serif on packaging may flop on a mobile site.
Accessible typography tips:
Stick to clear contrast
Avoid overly decorative fonts in long texts
Maintain a logical type hierarchy (Head > Subhead > Body)
Especially for F&B menus, skincare ingredient lists, and digital-first brands. Clarity builds trust.
When Typography Meets Indian Culture
Indian brands like Raw Mango, Khadi Essentials, or No Nasties often blend Latin fonts with regional scripts. This creates a rich visual identity that feels both global and local.
Raw Mango: A fashion brand that integrates traditional Indian textiles with modern design sensibilities.
Khadi Essentials: A brand that emphasizes natural and organic products, often reflecting traditional Indian aesthetics.
No Nasties: A sustainable fashion brand that combines modern typography with ethical messaging.
These brands are experimenting with multilingual fonts (Devanagari, Kannada, Arabic) while keeping the core wordmark bold and stylized. It signals inclusivity, heritage, and strong storytelling.
How Do Brands Choose Typography?
It's part gut, part grid.
Audience first: Who’s reading? A Gen-Z fashionista? A skincare minimalist?
Values second: Is your brand bold, playful, poetic, rebellious?
Medium third: Is this font living on labels, screens, napkins, hoardings?
Most smart brands today create a primary and secondary typography system. The hero font gets the spotlight. The sidekick supports clarity and versatility.
Future of Typography: Where It’s Headed Next
AI-generated typography, kinetic type on reels, and motion-based logos are now part of brand identities.
Fonts now move, glow, shrink, expand. Just like brands, fonts must flex across print, mobile, AR, video, and voice interfaces.
Long Story Short
Typography isn’t just letters. It’s your brand’s tone of voice before you say a word.
So next time you’re picking a font, don’t just ask, “Does it look good?”
Ask,
“Does it sound like us when we’re silent?”
Because in branding, the unsaid speaks volumes.
Need help decoding your brand’s font DNA?
Let’s make your words look as good as they sound. Reach out to MAS Digital for a brand check-in.