the field guide to:

Font licensing

Why fonts aren’t “just fonts.”

Fonts are design tools — and like any tool, they come with their own set of rules. Every typeface you see in your brand identity has been created by a designer or foundry, and those creators decide how their work can be used. That’s where licensing comes in.

Licensing a font isn’t about red tape — it’s about respect. It makes sure the people who design the type get paid for their craft, and that you’re legally covered when you use it across your brand.

Why We Don’t Just Hand You the Fonts

When we build your brand, we include the names and purchase links for any fonts used, unless they’re custom-made or open-source. We don’t distribute licensed fonts directly — because legally, we can’t.

Each font requires its own license tied to the person or company using it. That means you’ll need to purchase your own license if you plan to use the brand fonts in-house, work with another designer, or build new assets in the future.

It’s the same reason you can’t just share a Spotify download — you’re paying for the right to use, not to own.

The Most Common Font Licenses (and What They Mean)

Desktop License
For offline use — think print design, packaging, signage, and any software where fonts are installed directly (Illustrator, InDesign, etc.).
You’ll need this if you or your team will be creating marketing materials, internal documents, or any design work on your own.

Webfont License
For live websites — fonts embedded using CSS or web hosting services. This license is often based on monthly traffic.
If your website uses the same brand fonts, your developer or hosting platform will need this one.

App / Software License
For fonts embedded inside digital products or apps. This one’s niche but critical for tech brands.
Needed only if your brand’s fonts appear inside software you’re selling or distributing.

Broadcast License
For video, film, or TV use.
Applies to brands producing large-scale content — TV spots, title sequences, etc.

Server License
For automated systems that generate content dynamically (PDF invoices, custom graphics, etc.).
You’ll know if you need this — most businesses don’t.

How to Buy Fonts the Right Way

  1. We’ll send you the links.
    Once your brand is finalized, you’ll receive a list of any fonts that need to be purchased (and where to get them).

  2. Buy directly from the foundry or reseller.
    Sites like MyFonts, Fontspring, and Colophon Foundry are reputable and clear about what you’re getting.

  3. Keep your receipt and license file.
    Save it somewhere safe — it’s your proof of legal use if another designer or printer asks for it.

  4. Avoid “free” font sites.
    They often host stolen or pirated versions that can land you (and us) in legal hot water.

Do You Actually Need the Fonts?

Not always.
If you’re not planning to create new branded materials on your own, or you’ll always work with us (or another designer) to handle assets, you don’t necessarily need to purchase the fonts.

You’ll always have your final brand files — logos, type layouts, and editable assets — ready to use without needing to install anything. The fonts are only required if you want to design with them directly.

In Short

Licensing fonts is about keeping things clean and above board.
It protects the designers who made them, and it protects your brand from copyright issues down the line.

If you ever need help finding, buying, or setting up your fonts, just ask. We’ll point you to the right place and make sure you’re covered.