Brand Tweet # 20: "What's in a Font?" http://www.pmw.net/tweets 100 days to building a better brand!

I am a designer and it is really painful for me to see a marketing piece with every font in the book thrown in there just for the heck of it. Limit yourself to 3 fonts in any marketing piece. This doesn't include styling like bold and italic. But generally, use a display font for your headline, and a good font family like Times or New Baskerville for the body. They will give you sufficient options to design a professional looking piece of marketing literature. When we brand a client, we usually spec out a display and body font for use in most of their marketing. Sometimes a certain piece will require something different because of a theme but consistent font usage will contribute greatly to brand recognition.