The lack of brand discipline is something I notice often when I work with small businesses. It can be very damaging.
Exposure of a consistent brand is essential to building name recognition. To achieve it, companies need image guidelines that all of their employees follow; these must include a company font to be used on all communications, presentations, etc.
That font will speak to your brand forever. To make sure it has strength, here are 12 fonts to avoid at all costs:
1. Comic Sans
No one is surprised that this is No. 1. Comic Sans may have been cute and playful once upon a time, but everyone and their mother has used it for homemade signs and logos, so avoid it like the plague. It should never be used in corporate settings.
You might think this has a “natural, beachy” feel, but it doesn’t. That has been worn off with overuse. It now appears stale and used up.
You think it’s strong and professional, and it’s just perfect for your law firm/accounting agency/serious business. If you want to look like everyone else in your industry, have at it.