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Choosing and pairing your brand fonts

Sans serif, serif, script: how to choose a font for your brand, make a font pairing work and stay light and fast on the web.

Published on 10 October 2026By The azokroma team2 min read

A font is a voice

Before it is even read, a text “speaks” through its shape. A rounded font looks approachable, a classic serif institutional, a geometric font modern. Typography often accounts for half of a brand’s visual identity, because you see it everywhere.

The main font families

Family	Character	Examples (Google Fonts)
Sans serif	Modern, neutral, legible on screen	Inter, Poppins, Montserrat, Outfit
Serif	Classic, editorial, prestigious	Playfair Display, Lora, Cormorant Garamond
Display	Strong personality, for headings	Bebas Neue, Abril Fatface, Unbounded
Script	Handwritten, warm, use sparingly	Pacifico, Dancing Script, Caveat
Monospace	Technical, code, precision	JetBrains Mono, Space Mono, IBM Plex Mono

Making a font pairing work

Limit yourself to two fonts: one for headings and the logo, one for body text.
Contrast them: a font with personality (headings) with a very neutral one (text).
Avoid two similar fonts: they look like a mistake rather than a choice.
Test legibility at small sizes and on coloured backgrounds.
Set a hierarchy: sizes and weights of headings, subheadings, text and captions.

Mood	Headings	Text
Modern and tech	Sora or Space Grotesk	Inter
Elegant, premium	Playfair Display	Plus Jakarta Sans
Warm, artisan	Fraunces	Nunito
Punchy	Bebas Neue	Montserrat

In azokroma, every font is shown with your brand name so that you choose by seeing the real result.

Try the fonts

Licence and performance

Licence: Google Fonts are free, including for commercial use, but always check the licence of each family. For a paid font, make sure the licence covers web and print.
Performance: every weight you load is one more file. Keep two families and three weights at most, and use font-display: swap to show text without waiting.
Logo: for a file that displays identically everywhere, convert the logo text to outlines.

Frequently asked questions

How many fonts for a brand?

Two are enough: one for headings and the logo, one for text. A third, for example monospace, can serve a specific use.

Are Google Fonts free to use in a logo?

Yes, they are under an open licence that allows commercial use. Check the licence of the family you choose to be sure.

Do I need a custom font?

Not to start. A well-chosen, well-used open font makes a perfectly professional identity.

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