Here are 3 reasons why your designer might want to change your font:
1. Your font is dated
Comic Sans, Curlz, and Papyrus are just a few fonts that make us designers cringe. Mainly these fonts were used frequently as early as 1994. With the ease of downloading off the internet, these fonts were used so often for not just logos, but the regular type that these fonts became unoriginal, ugly, and cliché. Even if you are going with a vintage look, there are hand-letters and/or graphic elements that are better for users to help you with the atmosphere you want. When customers see the dated font, they also think of dated information. You want clients to know your information is current and reliable.
2. Your font is illegible
This may seem obvious, but you want people to be able to read your company’s name and information on various marketing materials. There are few exceptions for logos, but that that is because they are accompanied by an enduring symbol, catchphrase, or packaging. Things to overserve when choosing fonts: contrast in weight, size, style. A good example is the font pairing:
3. Your font conflicts with your brand
Sometimes specific fonts do not match the tone your brand is trying to go for. If you are a modern tech company but are picking cursive feminine-like fonts, you will get push back from the designer because it has a different association in the public's mind. For example, take a look below. The left fits the modern tech vibe with its simplicity and cleanliness. The right, on the other hand, looks more like a wedding or fashion font.
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