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How to design a font for your brandHow to design a font for your brand

How to design a font for your brand

Creating a strong, unique and high-quality brand is a huge task and a challenge at the same time. The one must think about everything: In addition to a name, logo, and other elements that make up the whole brand (colors, messaging, reputation), the last but not the least step is designing your typography.

While creating your brand's font, you should be constantly paying attention to the following criteria:

  • uniqueness
  • memorability
  • legibility
  • good communication of brand's personality
  • cross-platform deployability

Usually, for the new brand, creating typography (or choosing an existing one) is done before creating its logo. In our case, we have decided to do it the other way around. The shape and style of the logo characters were an inspiration for creating Laniteo fonts. Like stated above, during the creation process you need to think about legibility. The images below show differences between characters from the font and logo.


There are many different tools for creating your own font. FontLab Studio is currently the market leader in creating custom fonts. It has an amazing workspace making work quite easier and faster. Before you start creating characters you should define some measures (with most commonly used values in the brackets):

  • Ascender height (750 pt)
  • Cap height (700 pt)
  • Median (500 pt)
  • Baseline (0 pt)
  • Descender height (-250 pt)
Setting Font Measures

If you want to achieve consistency among characters, you need to set up some rules. It is necessary to define the next parameters:

  • Weight
  • Line angle (important for characters A, X, V, Z, etc.)
  • Radius: usually you have 2 or 3 different radii (U, t, f, B, D, S, etc.)

Unless you define those parameters and use them arbitrarily, the result will be a sloppy and non-legible font. To improve the creation process, you should find the similarities among characters and use them to create the next character. For example, the character "V" is created by flipping the character "A" and erasing the horizontal line. In the image below you can see how similar characters have been derived from the previous ones.

Reusing Character Forms

After you have created all the characters, you need to set metrics. It means you should define the space between characters, and after that the kerning between the character pairs. Kerning defines how much the second character enters the space of the first character. For example, if character pairs like HF and CO have the same space between characters, visually O looks much further from C than F from H. By giving a negative kerning value to character O, you can reduce space between them, and visually achieve the same space as in the HF character pair. Following all these rules, we have created the font with clear and consistent characters, as you can see in the next image.



Using professional tools like FontLab Studio makes it much easier to create your own font. It is important to always think about uniqueness and legibility. By setting up all measures need for characters, you get a high quality and consistent font.

If you have any further questions or comments, please contact us.