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Topic: Branding

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Sans Serif Corporate Font Suggestions Please

Posted by Anonymous on 125 Points
Hi All

I am working with my client on a re-brand (fresh new look). They are 30 years old and it's been 8 years since their last re-brand. Their corporate font is currently Arial. I am looking for suggestions for a new sans serrif font with a more modern look which has a comprehensive family. It is a hardware company. The font must be carried through from business cards and sales specials to billboards. Hope I have given you enough info - any suggestions would be greatly appreciated. I am happy to buy the font family.

Thanks in advance for any assistance


  • Posted by Moriarty on Member
    what do this company's best clients like - and dislike? This is not about what we as marketers think, because when it comes to choosing things like this, we let the clients choose. Some will like this, and some will like that. To be quite honest, there is no real way to tell unless you really get "right-angle marketing".

    My suggestion is to pick a few and do a split test on them. That way your client chooses. After all, my clients aren't likely to choose the same font as yours - for a myriad reasons. Getting it right from the start is important if you are using billboards, as the billboard is one of the poorest advertising media when it comes to metrics or direct feedback.

    M xx
  • Posted on Author
    Thanks M - yes we will do a marketing survey - as soon as we have all our elements in place - for now I am just asking for suggestions of fonts I could use - once we have narrowed it down to about 4 we like we will put it out there and see what we come up with. So, if anyone is prepaired to share with me what font they think works well for a corporate font I would really appreciate it. For now I have come up with Avenir, Myriad, Frutiger and Lucida Grande - but I'm looking for that little gem which I know is out there somewhere :) I am probably putting this out in the wrong forum - should ask graphic designers, just have not had the time to locate a good graphic design forum. Thanks for your help so far.
  • Posted by Moriarty on Member
    No problems there, I am a professional Industrial and Graphic designer. Marketers are diverse animals. More important is WHY you want to change the font. In any advertising, the font is the very least important element.

    Suggestions: Museo Sans, Proxima Nova, Coegit and Brandon Grotesque.

    All are clearly if subtly different.

    Moriarty xx

  • Posted by Gary Bloomer on Member
    Font suggestions are always going to be pretty personal. A few favorites of mine (based on 27 years' worth of graphic design application), include:

    Bell Gothic
    Gil Sans
    News Gothic
    Franklin Gothic
    and Frutiger

    Good luck with your new corporate look.
  • Posted by SteveByrneMarketing on Accepted
    Any of the fonts you mentioned should work well (will your customers really notice the difference?). Also, it looks like your font tastes are in alignment with Apple, and you know they do their research.

    I worked on a logotype for an architectural firm and the solution was a variant of "Trebuchet", a common font but I can see it working for a hardware business.
  • Posted on Author
    Hi Gary, thank you so much for the very helpful list of workable fonts and the well wishes - it's very exciting working on a re-brand, I love the challenge of making a subtle but 'value adding' difference. So far I have a very happy CEO which I believe is just as important since the company has to be proud of their brand if they want consumer buy-in.

    Hi Steve, thank you so much for the valuable resource (TYPECHART) - I have bookmarked it in my favourites. The apple font choices was also very interesting - as thanks for your really insightful and helpful post - you get my points.

    My sincere thanks to eveyone who helped here - once a decision has been taken I will post the final font choice.

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