When choosing a typeface, it’s crucial to select a typeface that best fits your brand identity. Typeface impacts what people think and the message you are trying to convey. They create a mood and set a tone for your project. Ask yourself some questions. Do you want a modern, contemporary, or classical feel? Are you using the text for a logo design or a paragraph? Does the text require a lot of readability? The first step to a design is to think about what the final would look like. For example, you wouldn’t pick the same typeface for a wedding invitation as you would an album cover. Designers here at K.R. Finance carefully evaluate each typeface so that each represents projects in the correct way. We chose certain typefaces to brand ourselves for our logo. I’m going to explain why we chose them.


John Baskerville designed Baskerville in England in 1757. Classified as a transitional typeface, it was the stepping stone from old typefaces such as Caslon. It was also a transition to modern typefaces such as Didot and Bodoni. John Baskerville’s goal was that he wanted to perfect older typefaces such as Caslon. However, since people experimented with readability and ink manufacturing, the goal was to make a more legible typeface. Many people criticized Baskerville in its time. But it started gaining popularity in 1917 when the Harvard University Press started to use it. It’s considered old style because it was designed in the 1750s. It was mainly used to design books, but Baskerville is much more than that.

In its time, Baskerville created a contrast between thick and thin typefaces. The serifs in Baskerville were a lot sharper, and the curves were more defined. Baskerville is confident and timeless. It’s still used to this day, even though it was made in the 1750s. It’s also a sophisticated and elegant typeface. Baskerville remains a classic typeface used for print because of its legibility. In this day, it is used in a lot of homestyle brand identities because it has a clean look with a sophisticated old flair. K.R. Finance is a company that has proven strategies based on research. These have helped our clients meet their risk tolerance and maximize their income. For this reason, we decided to use baskerville for its sophistication and intellectuality.

Examples of The Impact of Brand Identity

Max Alfons created Helvetica in Switzerland. Ultimately, his goal was to launch a more successful typeface than Akzidenz Grotesk, which their competitors launched. Helvetica is a sans serif typeface that is linear, elegant, and simple. Because of this, it is extremely legible to others. Modern consumerism uses Helvetica and it has a lot of practicality to it. The most widely used sans serif typeface is Helvetica. Designed for use in small amounts of text like advertisements and headlines, Helvetica has a clean and modern look.

Linotype is the German firm that owns the rights to Helvetica. Frank Wildenberg from Linotype describes it as “It’s durable. It comes from natural design forms. It doesn’t have an expression of fashion. It has clear lines and characters, it looks like a very serious typeface.” Helvetica’s simplicity makes people’s lives easier. The Metropolitan Transportation Authority chose Helvetica as a way of unifying their different train operations. Helvetica is quick to read and easily understood. Just look around you and you’ll see Helvetica. K.R. Finance decided to use Helvetica for its timelessness, cleanliness, and legibility.

Fonts & Brand Identity

What Do Our Chosen Typefaces Say About Our Brand Identity?

We chose the typefaces Baskerville and Helvetica for their sophistication, intellectuality, and cleanliness. K.R. Finance wants our clients to feel welcomed. We want them to trust us with our brand and our knowledge in different fields. It’s extremely important to pick a typeface that matches your company’s personality and image. This helps viewers understand what you stand for. What does your typeface say about your brand identity?