How to choose brand colors and fonts?

Design & Visuals

Start with a base color palette that reflects your brand mood. Pick primary, secondary, and accent colors that work together.
Choose fonts that pair well and remain legible across devices. Favor a clean sans-serif for headings and a readable body font.
Test your choices in logos, UI, and print contexts. Check contrast and accessibility early.

Who is this for?

- Designers seeking a repeatable color/typography system.
- Marketing teams needing consistent visuals.
- Brand managers ensuring cross-channel coherence.
- Content creators requiring legible typography across sizes.

Before you start

- Brand brief or messaging pillars.
- Access to a color palette tool or swatches.
- A list of target channels (web, print, social).
- Basic familiarity with typography.

General Process (How it works)

  1. Define brand mood and audience Identify the emotions you want to evoke and who you are communicating with.
  2. Audit existing assets Review current colors and fonts to avoid conflicts and ensure consistency.
  3. Create a core color palette Choose 2u20133 primary colors, plus a neutral and an accent for flexibility.
  4. Select typography pairings Pick a heading font and a body font that balance style and readability.
  5. Test contrast and accessibility Check color contrast and legibility across sizes and devices.
  6. Document usage guidelines Write clear rules for color usage, typography, and asset handling.
  7. Apply to samples and iterate Create mockups (website, social, print) and refine based on feedback.

Common beginner mistakes

❌ Using too many fonts.
❌ Ignoring accessibility guidelines.
❌ Not testing on real devices.
❌ Copying palettes from competitors.
❌ Skipping documentation.
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