KOTA Warns: Font Choices Make or Break Fintech Brands
London-based creative agency KOTA has warned about the pitfalls of poor font choices for brands, especially in the fintech sector. The agency, known for its web design and branding services, highlights how fonts can make or break a brand's image and trustworthiness.
KOTA's Brand Pulse Audit tool helps identify strengths and weaknesses in a brand's identity. The agency cautions against using overused fonts like 'Lobster', which can lose their restraint when ligatures are discovered. Inappropriate fonts can make high-growth fintech companies appear like gastropubs in Surrey.
The Italian company LODES, for instance, uses a logo font based on 'SUD' from VJ Type Foundry for its corporate design. While 'SUD' might not be overused, KOTA advises brands to consider the message their font conveys. Stencil fonts, for example, should be avoided unless designing camo tents or landmine warning labels. Grunge fonts like 'BloodStab Italic' or 'Sk8orDie.ttf' are also inappropriate for serious brands, giving off unprofessional vibes. KOTA describes the FS Kitty font as reminiscent of impulse-buy body spray from Claire's, with glitter glue and year 8 girlband associations.
KOTA stresses that fonts convey tone, trust, and emotion, instantly impacting a brand's image. The Ubuntu font, while popular, may lack brand trust as it looks like it came pre-installed on a Linux system. KOTA encourages brands to be mindful of their font choices, using their Brand Pulse Audit tool to ensure the right message is conveyed.
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