DIY Branding: Your Guide to Font Groups (+ Free Font Pairing Table!)

Have you noticed some logos can be comprised of fonts, and only fonts?

It’s more than throwing any two together and hoping for the best. Fonts, like colours, have personalities. And some get along far better than others!

If you’re DIYing your brand, you need to know these personalities and make sure you make the right pairings and avoid clashes. Here, I’m covering the four main font groups so you can experiment without nasty font mismatches!

I cover four main font families, font pairings, beautiful fonts, script fonts, calligraphy, matching fonts, sans serif, serif, slab serif. Perfect for female entrepreneurs, bloggers and business owners to know how to use fonts for headers, body and accents in their branding, social media and blog.

In your brand you should be using between two and three fonts: header, accent, and body. The first two will be the fonts in your logo, and the latter is used for the text on your website.

Let’s first look at the typography group called Sans Serif.


Sans Serif fonts are multi-purpose. They can be used for header, accent AND body. This font I am writing in is a Sans Serif.

They have clean lines and create a modern look and feel. Universal is a good word to describe Sans Serifs; they go with everything! It’s the perfect font group to contrast yet compliment a more elaborate font.

Examples: Open Sans, Lato, Montserrat. All are free with Google fonts!

Scripts are calligraphic, brush, curly, and handwritten fonts.

These font types bring an air of femininity. They can be pretty and dainty, elegant, formal and fun! Scripts bring so many options, but save them for headers and accents only; never use them for the main text on your website or printed collateral because it can be hard to read in great big chunks.

Pair it with a Sans Serif for a modern look, or a Serif for a more traditional style!

Similar to the Sans Serif family, this font type is more traditional, classic and form and can even be described as old-fashioned.

We’re all familiar with Times New Roman, and that’s a perfect example of the Serif font family.

Like Sans Serifs, this font can be used for headers, accents and body. It makes a great pair with scripts and sans!

The last main type, but lesser-used font group, is called Slab Serif. This is a bold, old-fashioned and attention grabbing font, often used by old newspapers (think Victorian!) to draw people to the headlines.

This pairs beautifully with Sans Serif and Scripts, and can also be used for headers, accents and body.

There are some beautiful fonts out there, and my favourite place for scripts especially is Creative Market. If you are looking for free fonts (great for all types of serif), Google Fonts is the best, most reliable place to go. If you do get a free font elsewhere, and you are using it for commercial purposes, ALWAYS check the licence. Some are only for personal use, so check you have permission!

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