Type/Fonts

8 cities with great branding

Think branding is just a logo? Think again — let us break it down for you here.

Behind every good-looking package or ad is a carefully investigated backstory, fastidiously selected colors, and meticulously outlined brand guidelines. While branding businesses is nothing new, businesses aren’t the only entities that need high-quality branding. Cities, townships, and entire countries have also begun branding their space in an effort to lure in tourists, new citizens, and potential business. 

8 cities with great branding  |  Hue & Tone Creative

Elements of place branding can include culture, visual symbols, slogans, mission, vision and values.

No matter what size your city is, branding can help put your place on the map. From America all the way over to Australia, here’s a look at some of the best: 

1. NYC

Milton Glaser’s ‘I <3 NY’ artwork is inarguably one of the most iconic city graphics around, but their branding doesn’t stop at one iconic t-shirt.

Bellweather was in charge of creating NYCgo’s official identity – and it reflects NYC’s personality with it’s bright colors, diversity and motion. Attracting more than 60 million visitors a year, the city clear doesn’t have a tourism problem – but this diverse and complex brand brings a life and continuity to the city’s visuals. 

Images via Bellweather and logoworks.com


2. Melbourne

Developed by Landor, Melbourne’s logo is fresh, energetic, and memorable. Despite being around for a few years, this brand still feels modern and fresh — the sign of a well thought out and designed identity. Encompassing a wide variety of colors and patterns this vibrant brand is a reflection of all that Melbourne life has to offer.

Images via Landor.


3. Paris

Paris’ most memorable brand doesn’t come from city government, but rather from their tourism organization, the Paris Convention and Visitors Bureau. Grapheine’s typographic masterpiece subtly incorporates the French capital’s most famous landmark. And, in our opinion, everything about the color, spacing, and typography are expertly executed… in addition to making Paris look pretty cool!

 Images via Graphiene.


4. I Amsterdam

Renowned for sex, drugs, and canals, this 2004 campaign helped put Amsterdam back on the map for more than just a fun weekend away. This branding effort was born out of an effort to appeal not only to tourists, but also to those already living in the area.

Despite simple graphics, Kesselskramer’s message is incredibly complex and versatile.

Images via Kesselskramer.


5. Las Vegas

Funky, fun and full of color, Pink Kitty Creative’s city government branding depicts everything Las Vegas stands for in one: bright lights, late nights, and lots of laughter. While we find the “City of” typography a bit weak, we enjoy the color palette and playfulness of the logo. 


6. London

London has a lot of rich roots and landmarks. From Big Ben and the London Eye to the monarchy and 2012 Olympics, London is known for a lot of things — but lacks a central message. Their latest rebranding, which was led by Saffron, cleverly includes a taste of the River Thames with the royal red of the union jack. It’s very simple yet incredibly commanding. 

From Saffron’s website: “So, people pick up their ideas about London from books, television, social media and a wide variety of other influences – none of which can be controlled and many of which are misleading. Rocked by the financial crisis, security threats and even street riots London needed a concerted effort to bounce back and regain its confidence as the world’s leading global city.”

Images via Saffron


7. Porto

Redesigned by White Studio in 2014, Porto’s branding is bold, unique and intricate. Without even stepping foot in Portugal, you can get a feel for the vibrance and life that the city has. It gives people a real feel for what the city is about – and the creativity 

 Images from underconsideration.


8. Colorado

Designed in-house to showcase how spectacular the state is, Colorado’s ‘C’ symbolizes their strength and friendliness while simultaneously bringing their famous and stunning backdrops into the frame. This is a recent rebrand (rolled out in July 2019) so while we’re cautiously optimistic about what the entire brand will look like, we’re holding our breath until full brand guidelines are released.


Hue & Tone Creative: City Branding Partners

Let’s make your place stand out. Whether you’re a city, state, business, or charity, we can help. Get in touch at (336) 365-8559 or hannah@hueandtonecreative.com to start your rebranding journey today. We’ll get everything from your new logo to print collateral overhauled — on time and on budget.

12 great free Google fonts

Looking for more inspo? Here’s our list of MUST download free Google fonts.

12 Great Free Google Fonts  |  Hue & Tone Creative

Google’s got around 915 fonts in its directory. Having a wide selection is great, but this can be a lot to sort through. You’ll probably be able to find the perfect font for your piece, but where do you even start?! 

Aside from the fact that Google Fonts are free, millions of people turn to Google fonts for its simplicity, easy-to-implement set-up, and high quality selection. The fact that a number of these fonts are available for print use is another great bonus. If this is your first time using Google to pick a font, you can find step-by-step instructions on the ‘how’ here.

To save you a bit of time scrolling through pages and pages of typography, here are 12 of our favorite freebies.

 

Popular choices

Numbers don’t lie. The first six on our list were the most viewed fonts over the last seven days, 30 days, 90 days, and year. 

12 Great Free Google Fonts  |  Hue & Tone Creative

1. Roboto, by Christian Robertson

Roboto’s a sans-serif font and comes in 12 different styles (thin, thin italic, light, light italic, regular, regular italic, medium, medium italic, bold, bold italic, black, and black italic). 

It’s known for its natural reading rhythm and features friendly, open curves.


12 Great Free Google Fonts  |  Hue & Tone Creative

2. Open Sans, by Steve Matteson 

Another sans-serif font, Open Sans has 10 styles to choose from. It’s featured on Google’s sites, and in print/web adverts. This font is endorsed by some of the biggest brands out there.


12 Great Free Google Fonts  |  Hue & Tone Creative

 3. Lato, by Łukasz Dziedzic

When creating Lato, Dziedzic wanted to come up with something transparent enough for body text while comprising unique traits for larger sizes; and he did just that.

With semi-rounded details and strong, structural entities, Lato oozes warmth, stability and seriousness all in one.


12 Great Free Google Fonts  |  Hue & Tone Creative

 4. Oswald, by Vernon Adams, Kalapi Gajjar, and Alexei Vanyashin

Originally created by Vernon Adams, Oswald has seen a number of interactions over the years based on user feedback.

It was designed to be appropriate for use across desktop computers, laptops and mobile devices and comes with six different styles - extra-light, light, regular, medium, semi-bold, and bold.


12 Great Free Google Fonts  |  Hue & Tone Creative

5. Slabo, by John Hudson

Slabo has just two weights. What’s unique about this one is that it’s specifically designed to be used at a certain size -- either 27px or 13px depending on your piece.


12 Great Free Google Fonts  |  Hue & Tone Creative

6. Roboto Condensed, by Christian Robertson

Part of the Roboto and Roboto Slab family, Roboto Condensed refuses to compromise. Its letters are freely positioned to settle into their natural width without encroaching on their neighbors, and it adds impact to body and heading copy alike. 


Hidden gems

Our next batch of fonts are just as easy to use and read but are less well-used, giving you chance to create something a little different.

12 Great Free Google Fonts  |  Hue & Tone Creative

7. Arvo, by Anton Koovit

Best suited to heading and sub-headings, Arvo’s a slightly more edgy font with tints of contrast. Available in regular, regular-italic, bold and bold-italic, you can tailor its impact to your tastes and needs too.


12 Great Free Google Fonts  |  Hue & Tone Creative

8. Bree Serif, by TypeTogether 

Charming, original and versatile by nature, Bree Serif was an instant hit when it first came onto the scene back in 2008 -- and we can see why.


12 Great Free Google Fonts  |  Hue & Tone Creative

9. Sanchez, by Daniel Hernandez

Sanchez is a slab-serif typeface and it’s simple, scannable, and distinguishable. It might not be for everyone but if it fits your organizations feel it can be a solid design choice.


12 Great Free Google Fonts  |  Hue & Tone Creative

10. Hammersmith One, by Sorkin Type

Low in contrast, unique in style, and subtle in curves Hammersmith One was built specifically for web-use. Although it does still work well to smaller sizes, it’s perhaps best limited to titles, sub-headings, and short intro paragraphs.


12 Great Free Google Fonts  |  Hue & Tone Creative

11. Catamaran, by Pria Ravichandran 

With nine different text weights Catamaran’s incredibly versatile and, in the designer’s own words, “strikes a balance between typographic conventions and that bit of sparkle.”


12 Great Free Google Fonts  |  Hue & Tone Creative

12. Playfair Display, by Claus Eggers Sørensen

Used across millions of websites worldwide, this transitional font’s functional and stylistic and pairs well with Georgia for body text. Other popular couplings include a few of our already mentioned Google Fonts: 

  • Lato

  • Roboto

  • Raleway

  • Oswald

  • Open Sans Condensed


Hue & Tone Creative: Your Font Partners

Finding the right font for your website, flyer or social media advert can be really tough -- we get that. If you’re struggling to find a font that gels with your work, we can help. Get in touch at hannah@hueandtonecreative.com or (336) 365-8559 to see how.

Making the most of Adobe Fonts’ features

Making the most of Adobe Fonts’ features  |  Hue & Tone Creative

The right font can work wonders for your brand by helping you connect with potential customers, hold peoples’ attention, and convey the right mood or feeling. But the wrong font can do quite the opposite -- allowing letters to get lost, making words difficult to digest, and alienating your artwork from your brand.

 

First off, What is Adobe Fonts?

In a nutshell, Adobe Fonts (previously Adobe Typekit) is a library of 1,000s of free and paid-for fonts for people to use directly on their website, sync with their Creative Cloud subscription, or both.

If Adobe’s your go-to for design work you’re probably already familiar with Fonts, but are you getting the most out of what it has to offer? Whether you’re a newbie or not, it’s got lots of features to help you save time and personalize your fonts -- and we’ll be covering our favorite features in this post.

Top tip: if you’re after even more recommendations, here are some of our favorites too.

1. Get a headstart with recommendations

If you’re a beginner at type design, Adobe has a recommendation tool to help you decide on fonts that are best suited for paragraphs or headings.

For those that are new to the font-selection world, you need something that’s easily legible across various mediums at a small size for paragraph copy, and for headings you can be more adventurous with bigger, bolder and more decorative styles -- that are still readable, of course.

2. Save time and filter fonts 

With so much choice at your fingertips scrolling through endless styles can be a pretty tedious and time-consuming task.,If you’ve got a good idea of what you’re after, cut out what you don’t want by filtering specific properties, like: 

  • Weight - the thickness of the stroke

  • Width - the width of the actual letters

  • X-height - the ratio of lowercase letter height to uppercase letter height

  • Contrast - the ratio of thick and thin strokes

  • Standard or caps only - i.e. fonts that use lower and uppercase letters, or fonts that only use capital letters

  • Default figure style - choose between Oldstyle (more old-fashioned) or Lining (more modern) for your numbers

Making the most of Adobe Fonts’ features  |  Hue & Tone Creative


3. Use the right font availability

What’s the difference? Web fonts are used directly on your site, and synced fonts are imported to your Typekit for in-program use on things like Photoshop and Illustrator. Discover how to install fonts here.

Whether your artwork’s for print or web should determine the font you use, which means it’s important you’re clear on the end-use from the outset.

To make choosing the right font easy Adobe differentiates between web fonts and synced fonts, so make sure you pick one from the right category.

4. Test your chosen font

Adobe’s ‘type tester’ feature allows you to see how your chosen font(s) look online before you add them to your kit and invest time into updating your design work.

To put this feature into practice, just head to the main browsing page where it says “Use fonts” and then click the “Web” tab when a pop-up appears. If you like what you see all that’s left to do is to add the font to your Typekit.

5. Use contextual alternates

Sometimes, certain glyphs can be a bit intrusive or distracting and the last thing you want is to jar readers as they’re scanning your copy -- but Adobe’s contextual alternates (calt) feature can help you overcome this.

It’s particularly useful when using script typefaces and it works by replacing default glyphs with better-performing alternatives.

Need help? You can find more about line and character spacing here.

6. Experiment with your spaces

If you’ve selected your font but you’re not 100% happy with the spaces between characters, lines and paragraphs, remember, you don’t have to settle with what you’re given as standard. To create something that gels perfectly with your page experiment with your gaps by opening the ‘Text properties’ box and playing around with the spacing options.


Hue & Tone Creative: Your partners in design

Still confused about what font to pick? If some (or all) of this post went over your head, we can help! Design is our forte and we’re known for helping organizations find their perfect font -- without fail. Drop us a line on hannah@hueandtonecreative.com to find out more.

Typography for beginners

Typography for Beginners  |  Hue & Tone Creative

Some web pages and brochures good… and some look terribly unprofessional. If you’re new to graphic design or typesetting it can be hard to determine what makes someone’s branding look good or bad.  

If you’re a beginner – or you’re attempting to brand your own business -- there’s a number of type rules you can follow to give brand a polished look. Following these simple rules will help even the most amateur designer get their webpages and print assets in tip top shape!

 

1. Less is more when it comes to typeface

If you’re looking for some font pairing inspiration, head over to these two posts about pairing fonts on Squarespace (here and here). 

Choosing the right typeface is key. Get it right, and you’ll set yourself up for stylish, simple and easy-to-read assets. But get it wrong, and you’ll end up with illegible, cluttered and unappealing pages. 

Simple fonts should be used for main body copy, and decorative typefaces should be used sparingly for things like subheadings.

The golden rule in the design world is to stick to a maximum of three fonts in any given piece of artwork - whether that is a website page, social media banner, or hardcopy flyer. However, whittling your fonts down to two can sometimes be even better. 

If you stick to just one or two fonts, you can use varying weights to create a more refined look. 


2. Use a sensible hierarchical structure

Following a logical hierarchy helps to give your site’s pages a clear flow and effortlessly guides readers through the structure of the website. Let’s compare and contrast two examples to give you a better idea of what we mean: 

Good content formatting.png

Exhibit A is a bad example. The website’s name, navigation bar, subheadings, and main body copy are all the same font size. Now there are two issues with that – first, it gives readers no visual indication where they should start reading or what’s most important to look at. Secondly, it makes it really difficult for the reader to skim through the copy.
 

Now, let’s contrast an example of a solid hierarchical structure. The page’s title, navigation bar, subheadings and copy are clearly defined with varying font points, making it much easier on the viewer’s eye.


3. Be creative with contrast

Typography for Beginners  |  Hue & Tone Creative

Being creative is part of being a designer. Now we know we said earlier you should stick to two to three font combinations per project, but that doesn’t mean you can’t mix up your styling by playing around with things like the font’s size, weight, color and style.

Whether you emphasize a key word with italics, change the color of a subead to something more bold, or bump up a term in your tagline to a size that’s more eye-catching, there are endless ways to create contrast within your copy.


4. Keep your alignment neat and tidy

Alignment applies to all your on-page elements - like body text, titles, logos, images, and menu bars. When it comes to alignment, everything should be connected in one way or another. For example, you might want your logo to align with your main navigation bar, your body copy to align with your page’s title, and your images to align with your body copy.

Well thought-out alignment will help prevent your page from becoming disjointed and ensure all your assets create well-measured sizes and distances between each other.


5. Don’t be a stranger to whitespace

Don’t fall into the trap of thinking you need to fill everynook and cranny on your page. Creating whitespace around your words can be incredibly powerful, can help draw attention to text, and will aid you in achieving a simple and trendy look. 


6. Choose your colors carefully

Last but not least is your color choice. The right colors can make or break the look and readability of your copy – there’s nothing worse than colors that make your words a strain to read.

When it comes to color, there are three key components: 

  • Hue - the shade of the color

  • Saturation - the brilliance of the color

  • Value - the lightness or darkness of the color

Source    &gt;

When it comes to choosing your colors, the aim of the game is to make your text as easy as possible to read. It’s as simple as that.


Hue & Tone Creative: Let’s work together

Feeling overwhelmed with information? If you’re not a designer, knowing and deciding what does and doesn’t work is easier said than done. If you need a hand with your typesetting - or any other area of design, get in touch with our team today at (336) 365-8559.

Our Favorites: More Great Free Fonts to Download

Finding the perfect font is no easy feat. For starters, there’s an unfathomable number of options to choose from. Even once you select a font, there’s a ton of variables that can interfere with what does and doesn’t work - Do you need the font for print or digital? Are you designing something colorful or monochromatic? Are you laying the font over an image or putting it on a blank background? The the list of potential factors goes on and on!

What’s worse, is that many popular fonts require purchasing a license — one that can often be quite pricey. We’ve already compiled lists of our favorite Adobe Typekit fonts (free if you have an Adobe CC license) and our favorite Google Fonts. But if none of those are speaking to you, we’ve pulled together another list of ten great free and easy to download fonts.


1. Hansief

Hansief is a simple and bold typeface offering a unique vintage feel. It comes with two styles - regular and rough - enabling it to easily adapt to a range of design settings. Download here.


2. Tuesday Night

For those pieces that need an elegant, classy and handcrafted touch, look no further than Tuesday Night. Download here.


3. Mr Grieves

 If you’re after something with a bit of texture, then Mr Grieves has you covered. It’s rough, ready, and raring to grab your audience’s eye. Download here.


4. Bosk 

A handmade brush font by nature, Bosk lends itself very well to artwork in need of that personal and custom feel. Better yet, it’s multilingual and comes with more than 400 characters, so you won’t struggle for choice. Download here.


5. Oraqle Script

Talking of choice, enter Oraqle Script. It’s got uppercase, lowecase, numerals, punctuation and multilingual characters, and also includes things like ligatures, stylistic alternate characters and swashes. Modern, striking and full of texture, it ticks all the boxes. Download here.


6. THE BOLD FONT

 If there’s one thing The Bold Font absolutely oozes, it’s trendiness. It’s streamlined and ideal for anything from logos and packaging to social posts and on-page headings. Download here.


7. Nikoleta

Simple, slim, refined and commanding, Nikoleta is good to go for things like posters, headlines and online ads. Download here.


8. Old Growth

Inspired by the old growth forests of the west coast, Old Growth is fairly new which opens up the door to testing something relatively untried and really standing out. In the words of the creator, it’s perfect for branding, quotes, headlines and more. Download here.


9. Buffalo

Now this one’s definitely different, but different is by no means bad. While we wouldn’t suggest overusing this one, we think it’s the perfect pick for key headlines and accents. Download here.


10. Bodoni XT

For those after more of a classic feel, Bodoni XT offers the right balance between traditional and on-trend. It’s also readable, making it a good fit for longer chunks of text. Download here.


Hue & Tone Creative: YOUR Graphic Design PARTNER

Whether it’s a complete overhaul of your branding, a one-off social media ad, an eye-catching business card, or a logo refresh, we’ve got the expertise you need to make your branding pop. Contact us at (336) 365-8559 or hannah@hueandtonecreative.com to see how we can start working together.

The essentials: must have marketing assets for new businesses

Get your new business of to the best start possible with the right marketing materials!&nbsp;

Get your new business of to the best start possible with the right marketing materials! 

So, you’ve decided to start a business. You know you need the basics like a logo and business cards – but what other marketing assets should you make a priority?

Marketing materials can encompass everything from websites and letterheads to social media graphics and promotional videos. If you’re just starting out in the small business world, chances are your budget is probably a little tight – but skimping when you start up can mean unnecessary spending down the road.

Think about it: you pick the first business name you think up and print up a bunch of business cards, letterheads, and pens. A few weeks later, you’re hearing from your customers that they can’t remember your business name. Now you’ve confused people, still have to pay for proper branding, and you’ve got to pay to reprint materials you could have gotten right from the start. 

The good news is that we’re here to tell you what you need it, why you need it, when you need it, and how you get it. We hope this run down of essential marketing materials helps empower you when you’re hiring a graphic designer or marketing agency.

Here’s what you need to successfully get your business off the ground:
 

1. Brand Values

Because no physical products come out of this stage of the branding process, it’s often rushed or disregarded – but this is one of the most important stages, and it will influence everything you do from here on out. Your brand values are the set of principles that will dictate every aspect of your business, including the look, messaging, and customer service approach.

Here’s what you’ll want to define:

  • Values: what does your business stand for?
  • Objectives: where do you want to be in 1, 5, or 10 year’s time?
  • Customer personas: who are your talking to and what do they care about?
  • Tone of voice: how will you talk to your customers? And why?
  • Proposition: what will you do for your customers? And how will you benefit them?
  • Tagline/mission statement: how can your brand’s essence be summed up into as few words as possible?

Taking the time to properly develop your brand values will allow you to properly train your workforce and will help you communicate your brand to third parties. We suggest asking your marketing team for a brand book or set of written guidelines that you could hand off to an outside team.

The essentials: Must have marketing assets for new businesses  |  Hue & Tone Creative


2. Brand Identity

Now it’s time to develop the look and feel of your brand. This is where you’ll work with a designer to create a logo and everything that goes with it. You’ll want to come out of this stage with:

  • Primary logo: as well as any alternative logo formats you might need for packaging, online use, or small sizes
  • Logo usage guidelines: what is the smallest size your primary logo should be printed? What do you do when you can only print your color in one logo? Make sure your designer provides you with guidelines for every situation you might encounter.
  • Font palette: what fonts are you going to use on print, web, and in Microsoft Office?
  • Color Palette: what primary and secondary colors will complement your look, logo ad tone?
  • Graphic elements: anything needed to complete your print and web designs.
  • Sample usage: make sure your designer provides examples of how all these elements will come together to create your signature look. 

 

3. Build a winning website

We talk a lot about the importance of a well designed and properly optimized website, so we won’t waste a lot of space here talking through why you need one. Instead, we’ll run through a few key considerations when it comes to building it:

  • Get to the point: you’ve got a limited time to capture visitors’ attention, so get your message across clearly and effectively on every page.
  • Contemporary: outdated websites make your brand look instantly aged and untrustworthy. Take the time to get your website looking slick, and outsource it to a specialist if you need to.
  • Architecture: once you start adding menus and pages, they can be a right pain to change down the line. To make sure you’ve got a great user experience from the outset, map out your site’s architecture before you start building it.
  • Search engine optimization (SEO): with a reputation for being the cheapest marketing method around, it’s crucial that you build and write your website with SEO at the forefront of your mind.
  • Contact: make your call to actions and contact information crystal clear.
  • Host: choose a content management system that’s reliable. Personally, we would recommend Squarespace – here’s why.
  • Domain: be sure to match your domain name to your business’ name.
     

4. Social media

Did you know, 70% of the US population have at least one social media profile? That’s a whole lot of potential customers to capture.

We suggest selecting just 2-3 platforms to get started on – especially if you’re handling your social media in house. To effectively leverage social media, there’s a few things you’ll need to do:

  • Only use high resolution profile and background images (pixilated pictures make you look untrustworthy and out of touch)
  • Write a succinct and enticing bio
  • Link back to your website
  • Include contact details
  • Keep an eye on your inbox/direct messages
  • Commit to regularly posting
  • Reply to those who engage with you
  • Interact with relevant people and/or profiles

Maintaining social media should be a daily job – if it’s not, you’re not doing it right. We suggest creating a content calendar to stay organized. And, make sure you have a set of templates on hand to save time when you need to create a quick Facebook graphic. 

5. Blogs

Investing in content marketing comes with endless benefits. A well maintained blog boosts your SEO efforts, helps you build backlinks and brand awareness, generates leads, adds brand value, and ups engagement.

Just remember the golden rule: the content you’re publishing must be quality. Churning out subpar articles won’t get you far -- if it even gets you anywhere. Here are a few general post types to get you going:

  • Videos
  • Infographics
  • Webinars
  • Tutorials
  • Whitepapers
  • Presentations
  • ‘How to’ guides
  • Buzzfeed-style listicles

With good content, you need good images. If you’re not in the position to fork out money for sites like iStock and Shutterstock, consider Unsplash, Pixabay and Pexels for good, free alternatives. 
 

The essentials: Must have marketing assets for new businesses  |  Hue & Tone Creative

6. Templates

Next up is templates. The extent of this list will vary depending on the nature of your business, but below is an idea of the types of templates we suggest you think about:

  • Email campaigns - sales, welcome, thank you, updates, or otherwise
  • Newsletters
  • Direct mail
  • Job descriptions
  • Email signatures
  • Powerpoint presentations 
  • Social media graphics
  • Letterhead/memos

Your logo should feature on each and every one of them -- which is why it’s important to have a logo that sits well in different settings, and your brand’s look, feel and tone should be encapsulated too. Remember though, your templates don’t need to be uniform to be consistent.

7. Print collateral

We’ve been carrying on about online a lot -- and rightly so! -- but don’t forget about good old offline advertising. Depending on your industry, things like physical brochures and business cards can be an important asset.

If you’re investing in printed materials, remember to:

  • Do your research: spending a bit of time selecting a quality printer.
  • Don’t compromise: poor quality paper reflects badly on your business.
  • Don’t rush: if there’s a proofreading mistake that’s your fault there’s no going back -- without throwing money down the drain.
  • Keep it consistent: print materials still needs to mirror your online presence.
  • Think of the bigger picture: think about how you can make print materials evergreen so that you don’t have to reprint regularly. Consider what really needs a date and what could go without one.
  • Get the right amount of copies: you can easily order more, so don’t go print crazy and order 1000s of copies unless you’re absolutely certain they’ll be used. But, you usually get a discount the more you order, so don’t be afraid to print some extras.

Need a little help?

Getting all your marketing assets together can feel really daunting -- I know, I’ve been there! But here at Hue & Tone Creative, there’s a lot we can help you with. From logo design and letterhead to web design and social media management, get in touch to see how we can support your business’ success. 

7 (more!) Squarespace font pairings

There’s no denying that deciding which fonts work well together can be (to put it bluntly) an absolute nightmare - but the benefits of fiddling around far outweigh the pain of getting there.

Finding the perfect font pairing can make a massive difference to the look and feel of your website. It changes the way the words on screen gel with your design. It alters the way visitors scan over your copy. And it can impact the overall tone you give off. So it really is key that you hit the nail on the head.

We’ve already shared 7 Squarespace font pairings and, back due to popular demand, now we’re here to give you seven more!

7 (more!) Squarespace font pairings  |  Hue & Tone Creative

Trebuchet MS + Adobe Garamond Pro

Trebuchet’s instantly easy-to-read style coupled with Adobe’s slightly old school slant effortlessly keeps pages engaging.


7 (more!) Squarespace font pairings  |  Hue & Tone Creative

Source Sans Pro + Raleway

Source Sans in simple and sleek -- pair it with Raleway and you’ve got yourself a modern combo!


Artboard 5@2x-8.png

Alfa Slab One + Titillium Web

This font combination isn't for everyone, but Alfa Slab’s bold presence coupled with Titillium’s techno vibe provides a structured, forward-looking style. 


7 (more!) Squarespace font pairings  |  Hue & Tone Creative

Playfair Display SC + Livory

Get straight to the point with Livory's imposing page presence and Playfair's easy-on-the-eye curls.


7 (more!) Squarespace font pairings  |  Hue & Tone Creative

Acier Bat Text Solid + Sanchez

What happens when you combine sharp points and straight edges? This. It’s different, but who said different’s bad?


7 (more!) Squarespace font pairings  |  Hue & Tone Creative

Adrianna + Work Sans

Both wide in style, Adrianna and Work Sans provide a really easy-to-read package.


7 (more!) Squarespace font pairings  |  Hue & Tone Creative

TextBook New + Tondo Signage

Tondo’s stocky style makes it unideal for chunky blocks of text, but paired with TextBook New it’s ideal for shorter snippets that need snippets that need to catch the reader’s eye.


BRANDING + WEB SERVICES IN GREENSBORO: HUE & TONE

Looking for a web designer in Greensboro, Winston Salem or the surrounding areas? Hue & Tone is a creative graphic design agency specializing in logo design, web design, social media management, and more. Give us a call if you’re interested in a custom, branded website that truly tells your story.

What does Branding really mean?

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When the term branding enters a conversation, the word logo usually isn’t far behind. The words have become almost synonymous. Of course, branding is more than the creation of a company’s logo. So, what does branding really mean?

 

The Definition:

The term changes definitions depending upon whom you consult. For discussion’s sake, we’ll use the Business Dictionary’s version which states “[branding is] the process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.” Branding is the personality of a commodity. It’s the feelings and expectations that are connected to goods, services and even people based on lived experience and marketing efforts.

 

The Purpose & Importance:

Businesses use branding for numerous reasons including attracting new customers, securing loyalties, that result in repeat and longtime patrons, and to differentiate themselves from competitors.   

If a business is able to accomplish the above list, it’s safe to assume that it’s at least competitive. With effective branding, it may even be positioned well enough to charge more than market rivals. This increase in value is based largely on consumer perception and is referred to as brand equity. Judging a book, product or service by its metaphoric cover can be extremely advantageous for a company when public opinion is favorable.

 

How it’s Done:

Going back to our working definition that branding is the process involved in creating a unique name and image for a product, person, or service, keep in mind that there are aspects of this cultivation which are entirely controllable. These include, but aren’t limited to, logos, color schemes, public statements, written communications, social media, packaging, websites, and advertisements. Marketing, public relations, and design firms spend their time becoming masters in these areas, so you may consider using a professional here. So often, companies with quality commodities and excellent reputations find themselves in with injured brands do to ill-advised marketing moves.

 

The Fairy and Cautionary Tales:

Most people are familiar with the controversial Pepsi campaign starring Kendall Jenner. During a time where clashes between Human Rights protestors and police were constantly in the media and the topic of much debate, Pepsi wanted to weigh in with a message of collaboration. Unfortunately, concerns of police brutality and violent discord were seemingly solved by Jenner handing an officer an ice-cold Pepsi. People were outraged for many reasons. Some felt Pepsi had made too light of serious matters, others railed against Pepsi using a national crisis as a means to sell more soda. Pepsi soon pulled the ad, apologized, and certainly learned from the branding debacle. The lesson here may be to align your brand with matters in the proximity of one’s wheelhouse.

Contrarily, one can take a devastating and embarrassing event like infidelity and use it to boost a brand. Beyoncé, upon discovering her famous husband was allegedly unfaithful, created an album cathartically working through her personal issues. Lemonade went on to become the highest-selling individual album of 2016 globally, according to the International Federation of the Phonographic Industry. The admission helped Beyoncé’s brand by reinforcing her image as a smart and incredibly powerful female force.

 

Questions to ask Yourself:

  • What message do you want your product or service to convey in the public’s mind?
  • What distinguishes your product or service from anything or anyone else on the market?
  • Are you consistently stacking up to public expectation?
  • In what ways (beyond performance) can you demonstrate that you are what you say you are?
  • Are you choosing marketing opportunities and strategies that align with your current brand identity?
     

These questions focus not only on what businesses say and do, but also on how people respond to those messages. In this way, branding is quite interactive. It’s not a business cultivating images of self that customers credulously accept, but a continuous dialogue between consumers and companies.


MARKETING & GRAPHIC DESIGN IN GREENSBORO

Starting a new business? Don’t dive in without a little help from the creative experts. From business card design and logos, to social media marketing, Hue & Tone Creative can help you connect with your customers and creating a lasting impression. 

Must download free Google Fonts

Must Download Free Google Fonts  |  Hue & Tone Creative

Whether you’re designing a resumé for the job of your dreams, sending out invitations to a gala, or creating a sleek new business card, using the right fonts will help you grab someone's attention and accurately communicate your brand.
 

Google Fonts has 847 fonts to sort through, so we’ve rounded up some favorites for you to browse. And remember, all of these fonts are free and open source, so there’s no need to worry about potential licensing hiccups. You’re free to use the fonts for any project, whether it’s a personal blog or a commercial campaign.

 

Sans Serif

You can never have too many sans serif font options. These versatile fonts are great for logos, headlines, and graphics. 

 

Serif

Give Times New Roman a break and swap it for something more modern.

 

Slab Serif

Looking for a typeface that packs a punch? Try a slab serif.

 Want even more fonts? Keep the downloading going by syncing some of our favorites from Adobe Typekit.


Professional Creative Services in Greensboro, NC

Don’t have an eye for design? We can give your brand the creative touch it needs. From email campaigns and logos to everything else in between, Hue & Tone Creative can help your brand stand out.

The Optimal Font Size for Web, MailChimp, and Mobile

Earlier this month, Twitter rolled out a new font. Unfortunately, not everyone was a fan

Twitter’s switch from Helvetica Neue, to Segue left users complaining that the slender new font was hard to read and caused way too much eye-strain.

Like Twitter, most businesses are bound to make mistakes when it comes to using the right fonts and sizes. Instead of fumbling through and learning from trial and error, do yourself a favor by learning a few of the best font-size secrets. 

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Websites

Whether you’re designing an online shop, portfolio, or blog, it’s crucial that your fonts look clean, appealing, and easy to read.

For best readability, we recommend that you keep your headers and buttons between 30-32 pts and sub headers between 18-26 pts. Body text usually looks best when it’s between 12-16 pts. 

 

The Optimal Font Size for Web, MailChimp, and Mobile  |  Hue & Tone Creative
Looking to compare email marketing platforms? Here’s a rundown on a few of our favorites. 

MailChimp

Email marketing isn’t going away anytime soon. In fact, email is 40 times more successful at bringing in leads than Twitter or Facebook.

One of our personal email marketing tools, MailChimp, recommends that you keep your body text between 14-16 pts. 16 is best for short emails between 2-3 sentences, while 14 pts us better for more lengthy emails.

 

The Optimal Font Size for Web, MailChimp, and Mobile  |  Hue & Tone Creative

Mobile

According to MailChimp, it’s best to stick to the “one eyeball, one thumb, and arm’s length” rule when it comes to font sizes. Basically, your viewers should be able to see and scroll through the entire email with ease and clarity. 

With this guide in mind, your body fonts should be between 12-16 pts and your links, CTA, and buttons should be between 34-36 pts.

 

One last note…

When it comes to selecting fonts, the most important thing is to pick an easily readable font. When in doubt, go back to basics. If you stick to a plain serif or sans serif and use these size guidelines, you'll be on your way to finding the perfect typography for your next web project! 


Web & Blog Design in Greensboro, NC

Not seeing much traffic or engagement on your website? It’s probably time for an upgrade! From landing pages to business blogs, Hue & Tone Creative can help you create a site that matches your style and helps reel in leads.