Thinking About: A Playful Display Font for Branding Projects
Opening a fresh brand board one afternoon, I needed something that could inject energy into a logo concept for a local bakery. The challenge was to balance whimsy with professionalism—something that felt inviting but still trustworthy. That’s when I stumbled upon Thinking About, a display font that immediately caught my eye with its playful curves and vibrant personality.
A Whimsical Typeface with Character
Thinking About is exactly what it sounds like—a typeface that feels like it’s bouncing off the page with joy. Its design is full of quirky details, from the gentle loops in the letters to the slightly exaggerated ascenders and descenders. It’s not just a font; it’s a mood. The overall vibe is upbeat and friendly, making it perfect for brands that want to communicate warmth and approachability.
The visual characteristics are bold yet balanced. Each letter has a sense of movement, as if they’re dancing across the page. This gives the font a unique charm that stands out without being overwhelming. It's ideal for logos, headlines, or any design element where you want to make an impression quickly.
Testing Thinking About in Real Design Scenarios
I tested Thinking About on a variety of branding elements. First, I used it on a logo draft for a boutique coffee shop. The font added a fun, modern twist that matched the brand’s youthful and energetic identity. When paired with a clean sans serif font for body text, the contrast worked well, creating a clear visual hierarchy.
Next, I applied it to a packaging mockup for a handmade soap line. The font looked great on labels and tags, adding a touch of playfulness that aligned with the product’s natural and artisanal feel. It also performed well on social media graphics, where it helped draw attention to promotional posts without feeling too loud.
On a website header, Thinking About brought a sense of vibrancy that complemented the site’s color palette and imagery. However, I noticed that using it for long blocks of text wasn’t advisable—it can become hard to read at smaller sizes. For that reason, it works best as a display or headline font rather than for extended body copy.
When to Use and When to Avoid Thinking About
Thinking About shines in short phrases, logos, and decorative elements. It’s especially effective in branding projects that lean into creativity and fun, such as creative studios, boutique shops, or lifestyle brands. It can elevate a design by adding a memorable touch that sticks with the audience.
However, there are scenarios where this font may not be the best fit. For example, it’s not suitable for formal corporate branding or legal documents where readability and professionalism are paramount. Similarly, avoid using it in small sizes or for long paragraphs, as it might compromise legibility.
If you're working on a project that needs a more serious tone, consider pairing Thinking About with a complementary serif or sans serif font for body text. This way, you can maintain a cohesive look while ensuring clarity and readability.
Practical Tips for Using Thinking About
Before committing to Thinking About for a client project, test it in different contexts. See how it looks on various backgrounds, sizes, and screen resolutions. Also, check the font’s licensing to ensure it meets your commercial needs. If you plan to use it for print-on-demand products, digital assets, or templates, confirm that the license allows for such uses.
Explore the included styles, alternates, and ligatures to find the right variations for your design. Some versions may offer additional characters or swashes that enhance the font’s versatility. Pay attention to the file formats available, especially if you need webfont support for online projects.
Finally, always keep the brand’s voice and target audience in mind. Thinking About is best suited for brands that want to express creativity, fun, and a sense of community. If that aligns with your project, this font could be the perfect addition to your design toolkit.
