Shake It Off: A Cool Display Font for Branding Projects
I was sitting at my desk, staring at a blank brand board, trying to find the right type of font that would bring this new café concept to life. The client had a vision—something playful yet professional, something that felt like a fresh breeze on a warm summer day. That’s when I came across Shake It Off. At first glance, it caught my eye with its wavy and fancy design, but I needed to see how it would work in real-life applications.
A First Test: Logo Drafts and Mockups
I started by testing Shake It Off on a few logo drafts. The font has a unique rhythm to it—each letter feels like it’s dancing slightly, giving it a cool and dynamic vibe. I used it as the main text for the café name, placing it over a soft background of pastel colors. It worked well, especially when paired with a clean sans serif font for supporting text. The contrast between the two styles helped create visual hierarchy without being overwhelming.
The wavy nature of the font made it stand out on packaging mockups too. I placed it on a coffee bag label, and it looked great next to a simple icon. It wasn’t too busy, which is important for readability on small surfaces. I also tested it on a shop sign mockup and found that the font maintained its character even at larger sizes.
Exploring Its Use in Brand Identity
As I continued working on the brand identity, I realized Shake It Off could be more than just a logo font. It had a personality that fit perfectly with the café’s theme—friendly, approachable, and a little bit whimsical. I used it on social media graphics, like Instagram posts and Facebook ads, where it added a touch of fun without distracting from the content.
In editorial design, such as a menu or a brochure, I paired Shake It Off with a modern sans serif font for body text. This combination allowed the headline to grab attention while keeping the rest of the information easy to read. It was a good reminder that display fonts should always serve a purpose—whether that’s drawing the eye or reinforcing brand messaging.
Practical Considerations for Real Projects
One thing I noticed early on was that Shake It Off works best as a display font rather than a long-form text font. Its wavy style can feel a bit too stylized for extended reading, so I made sure to use it only for headlines, taglines, and short-form text. This approach kept the brand materials professional while still feeling creative.
I also checked the included styles and alternates. There were several variations that allowed me to tweak the look based on the project’s needs. For example, one version had a slightly bolder weight that worked well for a business card, while another had a lighter feel that suited a website header.
Font pairing was another key factor. I experimented with different combinations, like using Shake It Off with a classic serif font for a more traditional look or with a minimalist sans serif for a modern twist. Each pair brought out different aspects of the brand’s personality, and I found that it was easier to make the font feel natural when it was balanced with complementary styles.
Testing Before Committing
Before finalizing the brand system, I made sure to test Shake It Off across various mediums. I printed out samples of business cards, labels, and posters to see how the font looked in print. I also created digital versions to check how it rendered on screens. This step was crucial because sometimes a font looks great on a screen but doesn’t translate well to physical materials.
I also considered licensing. Since the project involved multiple assets—like packaging, signage, and web templates—it was important to ensure that the font had commercial usage rights. I double-checked the license agreement to confirm that it covered all the intended uses, which gave me peace of mind for the client’s branding rollout.
Final Touches and Client Feedback
Once everything was set, I presented the brand materials to the client. They loved how Shake It Off brought their vision to life. It didn’t just look good—it felt right. The font helped create a cohesive identity that was both memorable and consistent across all touchpoints.
It reminded me that choosing the right font isn’t just about aesthetics; it’s about how it contributes to the overall brand message. Shake It Off was a perfect match for this project, and I’m excited to see how it can be used in other creative contexts too.
