What do a font license and a second-hand car have in common? Both can cost around £10K — or more.
But why is that? Fonts may lack the same horsepower, but they can power up your brand in ways that are priceless.
Bad puns aside, the high cost might come as a shock to some. Clients are often perplexed by the complexities of font licensing. They are unsure why a proper license is necessary, especially when Google Fonts offers so many popular choices for free.
This kind of confusion is common, and it’s our responsibility as a brand agency to guide clients toward the right decisions. After all, fonts are more than just pretty letters; they’re a vital part of your brand’s identity, and investing in licensed fonts can have far-reaching implications for your business.
Of typefaces and fonts
Let’s first cover the basics. Before venturing into font licensing, it’s essential to understand the difference between a typeface and a font.
A typeface is the overall design of the letters. It’s the artistic blueprint, the vision behind the look of the text. A font, on the other hand, is a specific variation within that typeface, like bold, italic, condensed or extended. For example, Helvetica is a typeface, whereas Helvetica Bold Italic is a font.
When it comes to licensing, the clue is in the name. “Font licensing”.
Yes, a license typically covers one specific font within a typeface, not the entire typeface itself. So, if you want to use both “Helvetica Regular” and “Helvetica Bold,” you would usually need separate licenses for each. This distinction is crucial because it affects your rights and usage.
With this knowledge, let’s now look closer at the different types of fonts available for your brand.
Free vs. Custom vs. Licensed fonts
The right selection of fonts can instantly communicate your brand’s values and personality. However, achieving this level of impact requires careful consideration of whether to use custom fonts, licensed fonts, or free fonts. Here’s a quick breakdown of the three
- Free fonts, like those available through Google Fonts, are popular choices for startups and small businesses. They offer a broad selection and can be used without upfront cost. However, this limited choice often comes with compromises in style and versatility.
- Custom fonts, designed specifically for your brand, offer unparalleled uniqueness. As discussed in a previous Peek Talk with Tom Foley, senior typographic advisor at Dalton Maag, the level of detail that goes into creating a custom type is incredible, with some projects taking up to three years (!) to complete. This is why custom fonts come with significant cost implications and a longer development timeline. The financial gain can be substantial, as they create a unique typographic voice for your brand, but this is not an investment every business can afford.
- Licensed fonts offer a middle ground between free and custom options. They provide the high-quality fonts necessary for a professional brand presence without the extra cost of custom development. Additionally, font licensing assures your design project is backed by legal agreements that protect your business.
In this article, we’ll tell you all about the nuances of font licensing so that, by the end, you can make the right decision for your business.
What is a font license?
A font license is a legal agreement that grants you the right to use a particular font for specific purposes. Without the correct licensing rights, you risk legal action from the copyright owner. Licensing agreements vary, but they generally cover different types of use, whether that’s for desktop applications, web usage, or embedding in an app or digital publication.
Here are the most common types of font licenses:
- Desktop: Allows fonts to be installed on your computer for use in print and digital documents, such as brochures and PDFs.
- Web: Permits the embedding of fonts on websites via CSS, ensuring consistent typography across all online platforms.
- App: Enables fonts to be used in mobile applications or software, crucial for maintaining a cohesive user interface.
- E-pub: Grants the right to embed fonts in digital publications like eBooks, ensuring consistent typography in long-form digital content.
- Extended and multi-use: Offers broader usage rights for fonts across multiple media, ideal for large-scale projects that require coverage beyond standard licenses.
Understanding these different types of font licenses is crucial, as each serves specific purposes depending on how you intend to use the font in your projects. With this foundation in place, let’s explore the key benefits of licensed fonts and how they can elevate your brand’s identity.
Key benefits of font licensing
From ensuring consistent typography across various platforms to safeguarding against legal risks, proper licensing is an essential part of your brand’s visual strategy. Here are the three major benefits of using licensed fonts. Read till the end – you won’t guess which big brands have faced legal consequences for improper use of theirs!
Quality and versatility
While not all licensed fonts are automatically superior, there’s generally a higher expectation of quality and rigour in their design. These typeface designs often include extensive character sets and stylistic variations, offering greater creative flexibility. Whether you need 2-3 or an entire family, licensed fonts can meet a wide range of needs with their typographic features, ensuring your brand’s voice remains strong and distinct.
Moreover, they’re less likely to be overused. For example, you might not know Roboto by name, but you will definitely recognise its geometric structure and open curves anywhere – literally! This free typeface has been used in more than 726 million websites globally. Most famously, Google, Spotify and Airbnb use it in their interfaces. Using Roboto as your default typeface is functional and effective but far from unique.
Licensed fonts, on the other hand, offer your brand a distinctive voice that sets it apart from the millions of others out there, helping you avoid the pitfalls of overuse and ensuring your brand remains memorable and differentiated.
Brand consistency
Brand consistency is critical for building trust and recognition. And even though, in theory, free fonts shouldn’t impact consistency – “I’ll just use the same free font across the board, what’s the issue?” – in practice, it’s more nuanced.
You see, free fonts are not always available in a wide range of formats (e.g., web, desktop, app, etc.), which can lead to inconsistencies across different platforms. For instance, a font you’ve chosen for your print material may not be available in a web format.
Moreover, they may not be regularly updated. In more severe cases, they can also be discontinued. Not too long ago, a collective shiver ran down our (creative) spines when we received the news that Adobe had disabled PostScript Type 1 fonts. Indeed, if a free font is discontinued or no longer supported, you might be forced to switch to another font, disrupting brand consistency.
Licensed fonts, on the other hand, are designed to work seamlessly across all platforms, ensuring that your branding looks consistent everywhere — from your website to your printed materials. This uniformity, on top of typically being backed by ongoing support and updates, helps solidify your brand identity, making it more recognisable and trustworthy.
Legal and compliance assurance
One of the most significant risks of using free fonts is the potential for copyright infringement. Many free fonts come with vague or unclear licensing terms, making it easy to misuse them inadvertently.
By contrast, licensed fonts come with clear usage rights, reducing the risk of legal complications. Granted, you’d need to actually adhere to licensing agreements to stay in the clear, unlike NBCUniversal or Haribo, who (in)famously suffered the consequences of going beyond the scope of their licensing.
In conclusion: the long-term value of licensed fonts
Tobias Frere-Jones, founder and design director of Frere-Jones Type, once told Forbes, “It’s easy to fixate on the price of fonts, either custom-made or off-the-shelf retail. But the real story is how much is delivered. Most conspicuously, they will be a central component of a brand, building equity with every single letter that is shown to the public.”
Consider this: licensed fonts are developed with the highest standards of quality and versatility in mind. As mentioned, they work across all mediums and are more likely to receive regular updates and support from their creators, ensuring they remain functional and relevant for years to come.
But the value extends beyond mere functionality. They also play a crucial role in differentiating your brand in a crowded market. Nowadays, having a distinctive brand identity is more important than ever. Just think of the simplicity and elegance of Apple’s typography or Oatly’s bold, handwritten letters, mischievously crammed into every panel of their packaging. Two very distinct brands indeed, but each is instantly recognisable in their industry. This differentiation is a powerful tool in building long-term brand equity. When your brand stands out visually, it’s more likely to stick in the minds of customers or consumers.
In the end, choosing the right fonts for your brand is about more than just aesthetics or saving on upfront costs — it’s about making a strategic investment in your brand’s future. So, while the price of licensed fonts might seem steep at first, the long-term value they bring—through consistency, support, and the ability to craft a unique and enduring brand voice—makes them well worth the investment.
