Thirty One: A Fun Display Font for Small Business Branding
Last Tuesday, I sat at my desk staring at a stack of plain white coffee bags. The product inside was incredible—a rich, dark roast sourced from sustainable farms—but the packaging looked generic. It lacked personality. In the crowded world of specialty coffee, looking like everyone else is the fastest way to get ignored. I needed a visual upgrade that felt hip, approachable, and trustworthy without spending a fortune on a full agency rebrand. That is when I decided to test Thirty One, a super cool and fun-loving display typeface designed specifically to inject character into commercial projects.
The moment I opened the font file and typed out our new tagline, the vibe shifted instantly. Thirty One isn't just another decorative script or a stiff corporate sans serif. It has a distinct rhythm and a playful energy that immediately signals "we know what we're doing, but we don't take ourselves too seriously." For small business owners, finding a display font that balances professionalism with personality is often the hardest part of building a brand identity. After testing it across various mockups, from product labels to social media templates, I can confidently say this typeface delivers exactly what modern entrepreneurs need to stand out.
Why Personality Matters in Your Logo Design
When customers walk into a shop or scroll through an online store, they form an opinion in less than a second. Typography plays a massive role in that split-second decision. If your logo looks outdated or boring, customers might assume your products are too. Conversely, a well-chosen logo design using a creative font like Thirty One can make a handmade candle seller look like a boutique brand or a local bakery feel like a trendy destination.
I tested Thirty One as the primary text for a fictional café menu header. The result was immediate warmth. The curves and strokes of the letters have a hand-crafted feel that suggests care and attention to detail. It doesn't scream for attention in a chaotic way; instead, it invites the viewer in. This is crucial for brand identity. When you use a premium font consistently across your materials, you create a cohesive story. Whether it's a sticker on a thank-you card or the headline on your website banner, Thirty One ensures that every touchpoint feels connected and intentional.
Real-World Applications: From Packaging to Social Media
The true test of any display font is versatility. Can it handle a tiny label on a skincare jar? Does it pop on a large Instagram story? I spent the afternoon applying Thirty One to several different scenarios to see where it shined.
- Product Labels: On a mockup for a small-batch hot sauce bottle, Thirty One made the brand name feel bold and spicy. It worked perfectly as a short phrase, grabbing attention on a shelf.
- Packaging Design: For a boutique clothing line, I used the font on hang tags. The playful nature of the typeface added a touch of whimsy that matched the colorful fabrics, making the unboxing experience more memorable.
- Social Media Graphics: Creating promotional posts for a weekend sale, I paired Thirty One with high-quality photos. The font was legible even at smaller sizes on mobile screens, ensuring the message wasn't lost in the feed.
- Printed Flyers: When designing a flyer for a local workshop, the font provided a clear hierarchy. It stood out against minimal backgrounds, proving its worth in editorial design contexts.
One thing became clear during these tests: Thirty One is best suited for headlines, short phrases, logos, and decorative accents. It is not a body text font. Trying to write long paragraphs in this style would hurt readability. However, for the parts of your design that need to stop the scroll and capture interest, it is a powerful tool. It transforms a simple announcement into an event.
Mastering Readability and Visual Consistency
A common mistake I see small business owners make is choosing a font that looks great on a computer screen but falls apart when printed or viewed on a phone. With Thirty One, readability remains strong because the letterforms are open and distinct. Even when scaled down for a small sticker or a digital ad thumbnail, the characters hold their shape.
However, context matters. If you are printing a complex recipe on the back of a menu, stick to a clean sans serif font or a standard serif font for the details. Use Thirty One for the section headers or the restaurant name. This contrast creates visual consistency while ensuring your customers can actually read the information. By limiting the use of this creative font to key areas, you maintain a polished look without overwhelming the viewer.
This strategic use of typography builds trust. When a customer sees consistent, high-quality design assets, they subconsciously associate that quality with your product. They assume if you cared enough to design beautiful packaging, you also cared about the ingredients inside. That perception is invaluable for growing a loyal customer base.
Smart Pairing Ideas for a Professional Look
To get the most out of Thirty One, you need the right partners. Since it is such a characterful typeface, it pairs beautifully with neutral, understated fonts. My go-to combination involves pairing it with a clean, geometric sans serif for body copy. The simplicity of the secondary font lets Thirty One shine as the star of the show.
If you are aiming for a softer, more elegant aesthetic, try pairing it with a classic serif font. This mix works wonderfully for beauty brands or wedding planning services, blending the fun energy of Thirty One with traditional sophistication. For those who want to lean into a handmade, artisanal vibe, a subtle handwritten font can work alongside it, though be careful not to mix two competing styles. The goal is harmony, not competition.
Remember, good font pairing is about balance. Let Thirty One handle the emotion and the hook, and let a simpler font handle the information and the details. This approach keeps your web design and print materials looking professional and easy to navigate.
Licensing and Practical Considerations
Before you download and start designing, there are a few practical steps to ensure you are set up for success. First, check the included styles. Thirty One comes with various weights and alternates that allow for customization, giving you flexibility in how you apply it to your brand. Make sure to review the file formats to ensure compatibility with your design software, whether you are working in Adobe Illustrator, Canva, or another platform.
Most importantly, verify the commercial font licensing. As a business owner, you need the rights to use this typeface on products you sell, including merchandise, packaging, and digital downloads. Using a font without the proper license can lead to legal headaches down the road. Ensure the license covers your specific needs, such as branding for client work or mass-produced items.
Also, consider multilingual support if your business serves a diverse community or plans to expand globally. While Thirty One is primarily designed for English-centric markets, checking the character set is always a smart move for future-proofing your brand.
Ultimately, investing in a high-quality premium font like Thirty One is an investment in your business's image. It helps you communicate your unique value proposition without saying a word. Whether you are updating a menu, refreshing a logo, or launching a new product line, the right typography can be the difference between being noticed and being overlooked. With its hip vibe and polished execution, Thirty One offers a fantastic opportunity for small businesses to elevate their visual game and connect with customers on a deeper level.
