Typefaces in your visual identity: choose, record and share

Why your typeface disappears so often

A typeface is a file that has to be on the computer. If it isn’t, the program chooses a substitute itself. You only notice when the document opens on someone else’s machine.

On top of that, many typefaces come with a licence. You can’t simply install them on every laptop or use them on your website. People then look for a free lookalike, and slowly three versions of your visual identity appear.

Choose a fixed set

Keep it simple. Most brands need no more than one or two typefaces. For each typeface, record what you use it for:

• Heading typeface. For titles, headings and short eye-catching text.
• Body typeface. For running text that needs to be easy to read, including at small sizes and on screen.
• Fallback typeface. A system font found on almost every computer, for Word, PowerPoint and email when your own typeface is missing.
• Weights. Which weights you use, for example regular and bold, and which you don’t.

Sort out the licences

Ask your designer or agency which licence comes with your typefaces. A licence for desktop use is often different from a licence for your website, an app or an e-book. Record how many users and which uses your licence covers.

Many typefaces from Google Fonts are free to use, including for business. Still read the licence before you share the files. Keep proof of licences in the same place as the files, so you can find them when someone asks.

Record it in your brand manual

A typeface in your manual is more than a name. Add which files can be downloaded, and by whom. Show with an example what a heading, a subheading and a paragraph look like. Also state the standard line spacing and the minimum size for legibility.

Don’t forget the fallback typeface. Write it down literally: ‘Don’t have our typeface? Use Arial instead.’ That stops everyone choosing their own. Set the fallback in your Word and PowerPoint templates too, so it works automatically.

Choose a fallback that looks a little like your own typeface. Replace a clean sans serif with another sans serif, not with a serif typeface. That keeps things calm, even when your own typeface is missing.

In MarkBase you upload your typefaces and people immediately see a preview, alongside your colour codes and templates.

Working with external partners

A printer or agency often needs the font files to process your design properly. First check whether your licence allows this, or ask whether they have a licence of their own. Don’t send font files as attachments to everyone who asks.

The same applies to websites. Have your web developer use the web version of your typeface, with the right licence. Also ask which fallback typeface the site shows while your own typeface is still loading.

Do you receive files back from an agency, such as a presentation or a Word document? Open them on a computer without your own typeface. You’ll see straight away whether the fallback is set up correctly, before colleagues start using the file.