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Brand Identity • Examples

Font Pairing Guide: 20 Safe Pairings

Font pairing is where many small businesses get stuck. Use one heading font + one body font, keep body text readable, and use weights/sizes for variety.

Back to Identity & Design Hub Deep dive: typography

Simple font pairing rules

Rules

  • Use 2 fonts (max 3). One for headings, one for body.
  • Prioritize readability for body text (especially on mobile).
  • Avoid pairing two “loud” fonts (two scripts, two decorative fonts).
  • Pick a body font with multiple weights (regular, medium, bold).

20 safe pairings

These are “safe defaults” you can use without a design team. You can still customize later.

Playfair Display + Inter
Premium + modern

Best for: Boutiques, studios, premium services

Merriweather + Source Sans 3
Trustworthy + friendly

Best for: Professional services, healthcare

Montserrat + Source Sans 3
Clean + confident

Best for: Local services, general small business

Poppins + Inter
Modern + approachable

Best for: Startups, gyms, cafes

DM Serif Display + Inter
Editorial + modern

Best for: Creators, agencies, consultants

Lora + Inter
Warm + readable

Best for: Food, wellness, coaching

Oswald + Roboto
Bold + straightforward

Best for: Trades, home services

Raleway + Open Sans
Light + elegant

Best for: Beauty, boutique retail

Bebas Neue + Inter
Energetic + bold

Best for: Fitness, events, promotions

Nunito + Nunito
Friendly + consistent

Best for: Family brands, childcare

Work Sans + Work Sans
Modern + practical

Best for: SaaS, B2B, service brands

Manrope + Inter
Clean + techy

Best for: Modern websites, apps

Libre Baskerville + Source Sans 3
Classic + trustworthy

Best for: Legal, finance, consulting

Space Grotesk + Inter
Contemporary + distinctive

Best for: Creative studios, modern brands

IBM Plex Sans + IBM Plex Sans
Structured + clear

Best for: Tech services, B2B

Caveat (accent only) + Inter
Handwritten accent

Best for: Small accents (not body), friendly brands

Cinzel + Lato
Formal + premium

Best for: Luxury-inspired local brands

Archivo + Archivo
Strong + modern

Best for: Retail, ecommerce

Spectral + Inter
Thoughtful + editorial

Best for: Education, writing-heavy sites

Anton + Roboto
Bold promo

Best for: Headlines and campaigns (use sparingly)
Next: set your imagery style

Common mistakes

Using a decorative font for body text

Fix: Keep body text simple (Inter/Roboto/Open Sans). Use decorative fonts only for headings or accents.

Too many fonts

Fix: 2 fonts is enough. If you need variety, use weights and sizes instead.

No hierarchy

Fix: Define heading sizes and weights (H1/H2/H3) so pages feel consistent.

Document your typography rules

Add your heading font, body font, and hierarchy (H1/H2/H3 sizes) to a simple guidelines doc so your site stays consistent.

Use the Brand Guidelines Template Back to hub
Vik Chadha - Founder & CEO of Magnt | Serial Entrepreneur | Startup Advisor
Vik Chadha

Founder & CEO of Magnt | Serial Entrepreneur | Startup Advisor

Serial entrepreneur and branding expert. As a serial entrepreneur, he has created 20+ startups and products across various industries, from SaaS platforms to consumer applications. Founder of Magnt, advisor to 100+ startups, and thought leader in AI-powered branding. Helps small businesses create professional brands that rival Fortune 500 companies.

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