Is it bad practice to use non-brand fonts in ads?

I’m working on a set of ads designed to have a social media sort of feel. Generally, these ads have a header and a sub-header on a stock image. The brand has a specific header and body font that must be used on all Powerpoint presentations and websites, but I’m wondering if it’s terrible branding-wise if I use different fonts that lend themselves better to the graphic feel of the stock image?

Are there well-known brands that do use multiple fonts in their ads? If anyone could provide some examples that would be fantastic. A few Google searches haven’t led to anything much but I’m not sure what search terms to use, either.

Any and all advice appreciated, thanks!


As a general rule, if an identity program has a specified typeface, you should stick to it in all media. A particular campaign may have its own identity with its own fonts, different from the brand’s usual typeface.

The reason for this isn’t that style guides are binding or executives are stubborn, although both of those can be true, it’s that repetition builds recognition and is a fundamental of good marketing. It’s why you don’t change colors in a logo or the positioning tag line in an ad campaign. Even a poor message will penetrate if it’s repeated often enough.

If the stock image clashes with the brand typeface, I’d be more inclined to find a different image than alter the typeface, just as a general operating principle. Commercial graphic design is always informed by marketing, and is as useful as it helps market the product or company.

I’ll advise a client to revise their marketing strategy or corporate identity if I can see it’s not going to work, but not if they’re successful with what they have. Even if I think I have a better idea, I wouldn’t change something that’s working.

Source : Link , Question Author : rach oune , Answer Author : Alan Gilbertson

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