A Practical Guide to Making Confident Typography Decisions Fonts are more than visual elements—they’re strategic tools. They communicate personality, values, and function before a single word is even read. When chosen wisely, the right typeface enhances brand clarity and drives deeper emotional connection. But what makes a font right for a logo, packaging, or website?
In this guide, we break down how to choose fonts based on where they'll be used—and how to avoid common pitfalls. Plus, we recommend real RSZType fonts for each use case to help you bring your next brand project to life.
🌀 Fonts for Logos
Fonts that Shape Identity A logo is the nucleus of your visual identity—it should distill your brand into a clear, unforgettable symbol. Whether your logo is type-only (a logotype) or includes a symbol, the typeface needs to be iconic.
What Makes a Good Logo Font? Uniqueness: Avoid system fonts and overused styles. A custom or rare font helps your brand feel fresh and memorable. Simplicity: Details should be distinctive but not overly complex, especially at small sizes. Scalability: Your logo must remain recognizable from 2 cm to 2 meters. A well-designed font retains integrity across formats. Timelessness: Pick a font with lasting appeal rather than chasing short-lived trends. ✨ RSZType Recommendations: Turquoise Sans – Elegant and contemporary, this geometric sans has subtle flourishes that add distinction without compromising clarity. Norman – Humanist proportions and stylish personality make Norman an excellent choice for brands that want to feel both credible and modern. Squadra Stencil – A strong and slightly industrial choice, with visual breaks that create texture and boldness in logos. 🧃 Fonts for Packaging
Fonts That Speak on Shelves Packaging must capture attention quickly and tell a story in seconds. Your font has to work in harmony with materials, colors, and layout—yet still lead the conversation.
What Makes a Good Packaging Font? High character density: Strong visual identity in just a few glyphs. Legibility in print: It must print clearly on labels, boxes, or flexible surfaces, and hold up in CMYK, foil, or emboss. Emotional expression: The typeface should reflect the tone of the brand—handcrafted, luxurious, organic, playful, etc. Tight spacing tolerance: Compact packaging needs fonts that look good even when space is limited. ✨ RSZType Recommendations: Timberline – A textured script font with a handmade, natural feeling. Perfect for artisanal food, craft beer, and eco-friendly cosmetics. Adore You – Soft and flowing with a handwritten charm—ideal for gift products, beauty packaging, and boutique labels. Nostalgia – This retro-inspired display font combines bold forms with warmth—great for vintage packaging and specialty foods. ✏️ Educational Tip: Use type hierarchy to guide the eye—e.g., one bold font for the product name, a lighter font for descriptors, and a small, crisp sans for technical info. 💻 Fonts for Web & UI
Fonts That Perform on Screens Digital typography has to bridge aesthetics with usability. On websites and apps, fonts need to be clear, responsive, and fast-loading—while still expressing the brand's personality.
What Makes a Good Web/UI Font? Screen optimization: Look for high x-height, open counters, and generous spacing for readability. Multiple weights: UI design requires typographic hierarchy—bold for headlines, regular for body, medium for buttons. Variable font support: Variable fonts adapt smoothly across devices and load faster, improving user experience. Neutral but unique voice: For long-term UI use, avoid fonts that are too decorative or distracting. ✨ RSZType Recommendations: Industria Sans – A modern sans serif built with digital interfaces in mind. Clean, clear, and easy to use across breakpoints. Mina – A friendly yet readable script that adds personality to titles, pull quotes, or testimonial sections. Turquoise Sans – Ideal for responsive layouts, this font’s well-balanced geometry reads crisply on all screen sizes. 🔍 Educational Tip: Pair display and body fonts for web—use a clean sans serif like Industria for text, and an expressive font like Mina for calls-to-action or headings. 🧩 Superfamilies for Cohesive Brand Systems
One Typeface, Multiple Voices For brands that span multiple touchpoints, using a single font family across platforms ensures visual consistency and efficiency. These superfamilies offer sans, serif, and script versions that feel related—perfect for cohesive branding.
Recommended Font Systems: Turquoise Collection (Turquoise, Turquoise Sans, Turquoise Inline) Combine elegance, versatility, and expressiveness across packaging, digital, and print. Annuario Variable – A highly flexible serif family with full weight and contrast control. From editorial spreads to mobile screens, this font adapts effortlessly. ✅ How to Choose the Right Font for Your Project
Use this checklist to evaluate a font’s suitability:
Criteria Logos Packaging Web/UI Readable at small size ✅ ✅ ✅ Has visual personality ✅ ✅ ⚠️ (use with restraint) Good spacing in tight layouts ⚠️ ✅ ✅ Variable weights/styles ✅ ✅ ✅ Works in print & screen ⚠️ ✅ ✅ Technical optimization ⚠️ ✅ ✅ 🔗 Additional Resources for Designers
What is a Variable Font? → Understanding Font Licensing → Try Fonts Live in Figma → Fonts In Use Showcase → 🎯 Next Step: Match Your Font to Your Brand Goals
Every brand has a tone: bold, quiet, confident, fun, high-tech, eco-conscious. A font helps translate that tone into form.
Use your font to:
Tell a story Guide the viewer Create trust Stand out Browse our curated font collections, or reach out for help selecting the perfect typeface.
👉 Shop Fonts at RSZType → 📩 Need help? Let’s talk: info@resistenza.es