Create a cohesive brand experience on your website with these 16 Google font pairing ideas, aligning with the four brand seasons.
Fonts are fun – I get it!
I know all too well the black hole that is font selection. You jump into your design platform of choice and before you know it, an hour has gone by and you’ve got nothing to show for it.
Each font is intentionally aligned with a particular brand season – aka, it helps enhance your brand’s personality – while keeping legibility at the forefront.
I love playing around with typography and think it’s an underrated design element that really has the power to influence how your brand is experienced.
So, without further ado, let’s dive into the 16 font pairings for your website.
IN THIS ARTICLE
Spring brand season font pairings
Spring brands embrace who they are, explore their creativity and lean into whatever is inspiring to them. They light up the room (digital or in-person) and people are naturally drawn to their charisma and energy. They aren’t positioning themselves above anyone else, but rather, celebrate community and revel in bringing people together.
Spring brand personality typography characteristics
Spring typography is light, approachable, sweet and fun.
As you can see in the examples below, the font weight (how bold it is) is on the lower side, so think about utilizing thin/light/regular font weights. The script fonts are frilly, loopy and sweet-looking. Think fonts in the sans serif and friendly script family.
Want to learn more about the Spring Brand? Click here!
Summer brand season font pairings
Summer brands focus on quality and have a commitment to luxury and style. They appreciate creative problem solving and leave no stone left unturned.
Detail is of the utmost importance and they tend to have a strong sense of responsibility.
They are more reserved and tend to hold back their thoughts, unless directly asked.
Summer brand personality typography characteristics
Summer typography is elegant, delicate and refined. As you can see in the examples below, the font weight (how bold it is) is low, so think font weight as thin, light or regular. The script fonts are intricate, elegant and romantic-looking. Think serif and elegant script fonts.
Want to learn more about the Summer Brand? Click here!
Fall brand season font pairings
Fall brands love to challenge the established norms and do things differently. They have a strong sense of justice and a strong work ethic. They’re lifelong learners, strive for personal achievement and keep family and friends at the heart of their purpose.
Fall brand personality typography characteristics
Fall typography is substantial, casual and a little vintage.
As you can see in the examples below, the font weight (how bold it is) is medium to chunk, so think heavy, bold or semi-bold. The script fonts are chunky and approachable. Overall, gravitate towards strong and grounded type.
Want to learn more about the Fall Brand? Click here!
Winter brand season font pairings
The winter brand is highly driven and decisive, with a love for drama. They’re self-assured and uncompromising which can lead to an intense, yet distinctive personality.
Everything is about extremes and contrast, which makes them great at seeing the big picture and also honing in on the details. They’re the epitome of the ‘go big or go home’ statement because they go to the extreme end of what their brand stands for. Precision and achievement are also important to the winter brand, which helps project strength and confidence.
Winter brand personality typography characteristics
Winter typography is all about the extremes.
As you can see in the examples below, high contrast type within each letter and very thin or thick weight (how bold it is) are great options. The goal here is to project confidence, so choosing a type that commands attention is the goal.
Want to learn more about the Winter Brand? Click here!
Few final thoughts
Just like colors, fonts are open to interpretation. What fits together from my perspective might not for you – and that’s OKAY. As with every aspect of building your brand, it’s an evolving process that progresses over time, as you become more certain of how you want your brand to be experienced.
My one recommendation that just has to be said, because #consistency – whatever you decide for your fonts, pretty please make sure you’re consistently using them across your various brand touch points. What’s on your website should also be in your graphics. That way, people have a cohesive experience regardless of where they connect with your brand.
With that, happy branding!
All my best,
Additional brand resources
Exploring the spring brand season and personality.
Exploring the summer brand season and personality.
Exploring the fall brand season and personality.
Exploring the winter brand season and personality.
In this blog, we talk about the basics of seasonal color theory.
In this blog, we talk about how to pick your brand season.