KOTA Studio Warns: Fonts That Harm Your Brand's Image
London-based creative agency KOTA Studio has shared insights on fonts that can harm a brand's identity. The agency, specialising in web design, development, and branding, warns against using fonts that convey the wrong tone or emotion.
KOTA's team, in a Slack chat, discussed fonts they find emotionally unpleasant. While specifics remain unclear, the agency advises against fonts that give off a cheap, glittery, or threatening vibe, like the FS Kitty font. Fonts like 'Lobster' and 'Ubuntu' can also misrepresent a brand. 'Lobster', despite vintage aspirations, often looks like a cheap craft or gaming expansion. 'Ubuntu', while popular, lacks brand trust and feels like a Linux system default.
KOTA also warns against stencil fonts, grunge fonts with aggressive names, and fonts that make a brand look like a gastropub instead of a high-growth fintech. Fonts convey tone, trust, and emotion, instantly influencing how people perceive a brand's identity. The agency offers a Brand Pulse Audit tool to help brands identify and fix such issues.
KOTA Studio's advice is clear: choose fonts carefully. They speak for a brand before any tagline or message, conveying tone, trust, and emotion. Avoid fonts that give off the wrong vibe or misrepresent your brand. KOTA's Brand Pulse Audit tool can help ensure your font choice aligns with your brand's identity.
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