The top 20 typefaces and fonts I like and that everyone should know (and how to choose the right one for your brand)

The top 20 typefaces every designer should know (and how to choose the right one for your brand)

If you’re looking for the best typefaces for branding, logo design or even your web design project, you’ve probably come across a lot of choice, so much chouce that it can be overwhelming and confusing. And let's not talk about font pairings, thats for another blog post. As a branding and graphic designer based in Prestwick, I work with clients across the UK and beyond to help them find clarity — and typography plays a huge role in that.

A typeface isn’t just a font. It’s a voice. It’s tone. It’s structure. It’s the design decision that shapes how people feel when they engage with your brand — often before they’ve even read a word.

In this guide, I’ve compiled 20 of the most versatile, timeless and designer-approved typefaces that every business should know about. Whether you're rebranding your company, starting a new business in or refining your logo, this list is a strong place to start.

Why typography matters in branding and design

Typography is the backbone of any strong visual identity. From logo design and packaging to websites and social graphics, your chosen fonts create immediate associations. Get it right, and your brand looks polished and trustworthy. Get it wrong, and even great content can fall flat.

As a branding designer, I often help clients who feel their current branding looks dated or disjointed — and in many cases, it’s the typography that’s creating the disconnect. Any more than two typefaces in a huge no-no!

Good typography:

Builds trust and consistency

Reflects your tone of voice and brand personality

Improves legibility across digital and print media

Enhances user experience, especially on websites

Differentiates you from competitors

Whether you’re building a brand identity from scratch or refreshing an existing one, typography is one of the first places I look.

The 20 top typefaces everyone should be aware of

(Each of these includes a web link so you can explore or license the typeface yourself.)

How to choose the right font for your brand

If you're a small business owner or startup founder looking for the right typeface, here's what I recommend considering:

1. Know your brand tone

Are you friendly and informal, or refined and corporate? Serif fonts like Garamond or Baskerville feel more traditional. Sans-serifs like Avenir or Inter are more modern and approachable.

2. Think long-term

Trendy fonts may look good this year — but a strong brand needs longevity. I always advise clients to avoid overly stylised fonts that might date quickly.

3. Choose fonts that scale

Your typeface needs to work across everything: from mobile screens to print brochures, email footers to signage. Choose a font family with multiple weights and styles so it adapts.

4. Prioritise clarity

Fonts shouldn’t just look good — they need to be easy to read, especially on mobile devices and websites. If you're a business based in the UK offering services online, legibility equals trust.

5. Don’t rely solely on free fonts

Yes, Google Fonts are helpful (and some are excellent — like Inter and Playfair Display). But investing in a professional font can immediately elevate your brand identity and signal that you're serious.

Frequently searched typography questions

To help people searching for font advice online, here are answers to some common questions:

What is the best font for logos?

It depends on the tone of your brand, but popular choices for UK-based businesses include Satoshi, GT America, and Avenir for sans-serifs, and Playfair Display or Baskerville for serifs.

What are the most professional fonts?

Professional fonts often include Helvetica Neue, Proxima Nova, Freight Text, and Georgia — all of which are clear, reliable, and brand-safe across industries.

Can I use free fonts for my brand?

Yes, but be selective. Some free fonts are excellent (like Inter, Poppins, and Roboto) — but many are overused or lack polish. I often mix free and premium fonts for flexibility and quality.

What's the difference between a typeface and a font?

Technically, a typeface is the design (e.g. Avenir), and a font is the specific weight/style (e.g. Avenir Light Italic). But in modern usage, most people say “font” to mean both — and that’s fine.

Want help choosing fonts that reflect your business?

If you’re tired of your branding feeling flat or dated, it might be time for a typography refresh. I work with clients across Glasgow, Edinburgh, Ayrshire and the UK to help them find the right fonts — and build the brand identity around them.

Typography is never just visual. It’s emotional, strategic and deeply connected to how people perceive your business.

Let’s create a brand that speaks clearly — and looks the part.

Based in Prestwick, Scotland, I design thoughtful, strategic brand identities with typography that’s chosen for a reason.

Typeface or font?

This question comes up a lot — especially when clients mught browsing Google Fonts or Adobe Fonts for inspiration.

A typeface is the overall design of the letters. Think of it as the family name — like Avenir or Times New Roman.

A font is a specific version of that typeface — like Avenir Medium Italic or Times New Roman Bold.

It used to matter more when fonts were physical blocks of metal. Today, people often use the words interchangeably — and that’s fine. But in professional branding work, I like to use “typeface” when talking about brand identity decisions, because it refers to the full family of design, not just a single style.

Don’t just choose a font — make it yours

One of the biggest mistakes I see businesses make is picking a popular font off the shelf and calling it done. Yes, it might look good. But it probably also looks like 100 other brands using the same typeface.

That’s why great branding often goes further. I don’t just choose a typeface — I customise it where needed.

That might mean:

Adjusting letter spacing (tracking) for better balance

Creating custom ligatures for unique logo marks

Modifying letterforms to add personality or precision

Mixing weights and cases in a way that feels signature to your brand

Pairing it with contrasting typefaces that enhance its meaning

Even subtle changes can make a huge difference. You might still use a widely available font like Avenir or Inter — but by adapting how it’s used in your logo, headline system or UI, it becomes part of your voice, not just a borrowed look.

This is especially important when:

You want your brand to stand apart in a crowded space

You’re building a flexible identity across multiple platforms

You need to evoke something specific — not just “modern” or “clean,” but your version of that

I always tell clients: don’t just pick a font because it’s trendy or free. Pick it because it fits — and then shape it until it feels like you.

That’s the difference between design that’s passable and design that’s powerful.

So here it is, my top 20 typefaces and fonts I go by.

1. Helvetica Neue

Clean, neutral and modern. Great for simplicity and function.

Best for: tech, fashion, modern retail

Tip: Try the lighter weights for a more contemporary feel.

2. Futura

Geometric, punchy, full of energy.

Best for: architecture, editorial, retro-modern brands

Caution: Popular in logos — use with originality.

3. Adobe Garamond Pro

Elegant, literary, and beautifully balanced.

Best for: publishing, education, heritage branding

Warm and intelligent — a go-to serif for timelessness.

4. Avenir

One of the most humanistic sans-serifs. Friendly but confident.

Best for: professional services, lifestyle, creative industries

Great for both display and body text.

5. Baskerville

Sharp, high-contrast, classic.

Best for: editorial, luxury goods, law

Try with lots of white space to let it breathe.

6. Proxima Nova

A reliable sans-serif with web-native roots.

Best for: startups, apps, eCommerce

Clean, versatile and widely loved for a reason.

7. GT America

The sweet spot between grotesk and gothic.

Best for: brands that need both edge and polish

A full system — great for scaling across touchpoints.

8. Times New Roman

Unfashionable today but still useful if used well.

Best for: legal, academic, editorial

Forget the stigma — it’s still strong in print.

9. Inter

Clean, open and made for digital interfaces.

Best for: UI, dashboards, app design

Reliable and free — ideal for scalable brand systems.

10. Cormorant Garamond

Stylised and expressive.

Best for: boutique brands, luxury, art direction

Use at large sizes — it’s full of personality.

11. Suisse Int’l

A clean, confident sans with subtle charm.

Best for: design studios, B2B brands

Professional without trying too hard.

12. Neue Haas Grotesk

The predecessor to Helvetica — and still arguably better.

Best for: clean, modern identities

Smoother curves and better spacing make a big difference.

13. Poppins

Rounded, geometric, and playful.

Best for: education, startups, tech

Use with white space to avoid looking too dense.

14. Playfair Display

Flamboyant with high contrast.

Best for: fashion, editorial, beauty brands

Best for headings, not body copy.

15. Roboto

Ubiquitous but dependable.

Best for: mobile, digital platforms, accessibility

Pairs well with more expressive serif fonts.

16. Freight Text

Warm and practical, especially in long reads.

Best for: content-heavy brands, magazines

Works beautifully in large systems with editorial needs.

17. Satoshi

Sleek, sharp, and open-source.

Best for: digital-first brands, minimal aesthetics

Use UltraLight or ExtraBold for visual contrast.

18. Recoleta

Retro serif with big personality.

Best for: lifestyle brands, beauty, boutique stores

Great for logos, but too stylised for small text.

19. Circular

Clean, warm and incredibly well-crafted.

Best for: brands that want contemporary polish

Expensive, but it shows.

20. Georgia

Quietly excellent and screen-friendly.

Best for: educational websites, readable long-form content

Underused, which makes it fresh again.

Want to chat about typography, contact me here