While it might seem like there’s an endless array of fonts to choose from, most can be slotted into one of five style groups: serif, sans serif, slab, script, and display, which is also sometimes referred to as decorative.

Serif and sans serif are the two most important font groups to get to grips with. Indeed, serif is probably the oldest style of font in use, with written records of it dating all the way back to the 5th century BC. Serif fonts are characterized by a distinguished combination of thick and thin lines and are most commonly associated with luxury brands and luxury industries. Giorgio Armani is one of the most famous luxury brands to don a modern serif font as its word mark logo.

Sans serif fonts, on the other hand, don’t have the little “feet” that serif fonts have. Nor do they combine the use of thin and thick lines. They ooze strength and clarity, making them perfect for brands with a modern appeal. Heavier styles can sometimes feel masculine and hard-working, while thinner sans serif fonts have a certain glamor and nobility about them. The Facebook work mark logo is a clear example of a heavy sans serif font in action.

On top of selecting the type of font that best reflects brand identity, it’s also important to consider the impact that font hierarchy can have on a brand’s ability to communicate efficiently and with purpose. A packaging design, for example, is likely to exhibit at least three different fonts or font styles at once: one for the name of the product, one for the name of the brand, and one for detailed information about the product, the package contents, and/or the ingredients. Most logos designs tend to incorporate the use of two different fonts, or font styles: one for the product name and another for the tagline.

Successful font hierarchy is all about contrast. This logo, designed for Humboldt County Indoor (HCI), offers a clear demonstration of font hierarchy at its best. The entire brand name is written in the same sans serif font, but special mention is given over to “indoor” farming techniques by simply employing a change in font size for emphasis.

Native Humboldt Farms has been cultivating on the same farm for many years and feels a deep connection to the land and its history, which is why a classic serif font seemed most suitable for their branding needs.

Satva Botanicals, on the other hand, needed an elegant font to match the stylish nature of their hemp skincare and aromatherapy products. A traditional serif font would have been too classical for this brand, which is why we went for a glyphic serif. Glyphic serifs emulate inscriptions and can be distinguished by their triangular-shaped serif designs. The difference in size and the added bold feature of SATVA is all that was needed to proportion a font hierarchy that works.

With luxury brands leaning toward serif fonts and forceful corporates squeezing out the potential of the sans serif group, are there any indications that the cannabis industry might be drawn to a certain style of font as time moves on?

Well… maybe.

Out of all the possible directions that cannabis fonts could take, two seem to dominate: premium, yet affordable indulgence, followed by wellness-supporting. The decorative and sans serif fonts that we’re accustomed to seeing on health food products, work really well with edibles and topicals. Similarly, the classic serif, used to denote a sense of luxury, is both popular and effective. So, if any two font styles were to reign in the cannabis industry, we’d place our bets on premium quality and wellness-supporting. Time will tell.