A branding client of mine has been producing a lot of social content using the designs I created. It’s great to see it all in action. They’ve gone off-piste with the supporting text they’re using, which is fine, the type they’ve chosen fits well enough.

It did have me thinking about how typefaces (or fonts, the two are usually described synonymously, unless you’re a pedant, like me) do a lot of heavy lifting.

For example, you wouldn’t expect to see Comic Sans in a logo for a bank. You wouldn’t expect it on the paperwork you receive from them. It wouldn’t look professional, you might not trust that it’s from your bank at all.

The typefaces a brand uses should be measured and purposeful choices.

A company might have multiple type elements, perhaps on the logo as well as the supporting type they chose in advertising and maybe another on their website. All three might be different. Car firm Fiat have very tall art deco style letters on their logo, use different fonts for adverts on their car ranges and another font (Open Sans) on the website.

Despite all three being different, they support the work of the brand and none fight against the visual direction.

Microsoft pulls this off differently. Using a single family of fonts called Segoe for all of their adverts, on their websites and for the text in the logo.

Not everyone has the budget to commission a fully custom-type family for their brand like Microsoft!

As my client above can attest, there’s rarely only one font that’s “correct”, many could work. When developing a brand it’s often down to having the experience to know what’s good, selecting the best fonts for the job and explaining why that is.

Actual HSBC
Comic HSBC

BRAND STORIES by Kieran Harrod


It’s Truss but it’s not quite right

Occasionally, like Liz Truss in the eyes of the Conservative Party members, things are good but not quite right. When a logo draft is good but not quite right, it doesn’t crash the UK economy.


Why I travelled to Aberdeen when I could have stayed at my desk in Derby

A project that I could have completed “from my desk” but developed into something much better with some on-the-ground research.

Why choose Kieran Harrod Graphics for your Branding or Logo Design?

Kieran takes a unique approach, diving deep into the story that made you, you. What’s the story behind your thriving business that has led you to invest in logo or branding design? In consultation with you, he experiments with a multitude of relevant elements, including your physical environment, your product or service, your mission and values and your USPs. This process means that your resulting brand will have a wealth of meaning to your stakeholders, as well as a beautifully compelling visual design. 


• Award-winning Brand Designer
• Over 20 years graphic design experience
• UK & International logo design experience
• Unique passion for creative ideas grounded in integrity
• Brand design that connects on a human level
• Tools and advice on applying your brand graphics
• Intense and committed focus on few, high-quality projects at any time
• Use elements of your story & environment to create a brand that MEANS something


Give Kieran a call now to discuss your brand values – and his next available project space.

Kieran Harrod Portrait