Buzz

Let’s talk fonts. They are quietly running the marketing world and representing your real estate brand. They give a first impression and an ongoing impression. They tell a story and embody who you are. It’s actual psychology. From the simple pictographs on cave walls, the primordial Sumerians who carved the first written language into clay tablets, aka “cuneiform,” to early Egyptian hieroglyphics and the ancient Roman/Latin numerals used in the present-day Olympics, fonts are highly influential. They evoke an emotional response and help drive your prospects’ buying decisions.

Fonts make a huge difference in the credibility, caliber, promise, perception, and vibe of your brand. They are in your logos, signage, websites, collateral, and digital campaigns— and absolutely everything you use to connect to your audience.

That’s why it’s imperative to choose fonts with the guidance of P11 — a professional and highly creative marketing agency with solutions purpose-built for brand ideation in the real estate sectors. For this thought leadership content, we also consulted with the Font Brothers, Eddie and Joe Font, of VSI — one of our strategic partners. If you have anything to do with the Southern California homebuilding or multifamily industries, you know them. Are they font designers? No. But they are very experienced in the real estate industry and super cool people (and their last name is Font.) P11 asked them to name their favorite font style and why.

THE FONTS BROTHERS AT SO CAL MAME 2024

“Eddie and I commend you on asking us. It’s all in our name! LOL. In all seriousness, we’re sans-serif all the way when it comes to “fonting.” Innovation is a big part of what we do at VSI. In fact, our tagline, ‘The Art & Science of Architectural Visualization,’ is forward-thinking, so our branding is clean and modern to exemplify the precision and tech side of our solutions. Each detail, including our font choices at VSI, is crucial because timing is everything in branding, just like in our dance moves! And if you’ve seen us on the dance floor at SoCal MAME or The Nationals, you know it’s true!”

 

LET’S LOOK AT THE PERSONALITY ASPECTS OF THE TWO MAIN GROUPS.

SERIF

A serif is a decorative stroke that finishes off the top, ends, and bottom of the letters with a stem or is anchor. Often found on clock faces, books, etc.

EMOTIONAL INFERENCES: professionalism, leadership, elegance, literary, security, tradition, and trust.
NAMES: Times New Roman, Garamond, and Bodoni, to name a few.
LIKES: Gourmet restaurants, perfectly aged wine, history, tailored fashion, and chiseled good looks.

Here are some actual Serif designs created by P11.

 

 

SANS-SERIF

EMOTIONAL INFERENCES: Modern, clarity, innovative, inviting, sophisticated, action-oriented
NAMES: Helvetica, Gill, Franklin Gothic, Arial, and Futura, to name a few.
LIKES: A martini or craft brew, jeans, indie rock, and modern art.

P11 examples

 

NO MATTER WHAT FONT IS CHOSEN, THESE ARE IMPORTANT THINGS TO CONSIDER

LEGIBILITY: P11 can choose the perfect weights to maximize legibility and ADA requirements digitally, in print, and all signage appearances.

ENSURE QUALITY AND CONTINUITY IN IMPLEMENTATION: P11 can create your identity design and an accompanying style guide to assure graphic and brand continuity that your team will find very useful and result in a confident and unified marketing presence.

TRUST THE EXPERTS: With P11’s acclaimed art directors and talented designers, the possibilities are endless. Let’s discuss all the possibilities for your new communities, rebrands, and/or start-ups. Contact us now! P11 is always the right type for highly successful building industry marketing solution and results.

PS: Comic Sans and the Papyrus fonts will always be on the no-fly list and be sure to check out a comedic take on fonts here.