Typefaces and Fonts for Startups

How do you navigate using fonts and typefaces in your startup?

April 16, 2020

Let's set a boundary here: the design elements of your startup can change and evolve as your company grows. As such, the earlier your startup, the simpler the solution. As you grow and scale, things can get more dynamic. This article is dedicated to new startups that are experimenting on their own and have found choosing fonts to be a hurdle.

I'd imagine the scenario that led you to this article is something along these lines: you're putting together pitch decks, business cards, websites, etc. and you feel like you have to pick a new font every time. It's draining and you're not even sure if you're picking a good one for your brand.

The solution? Pick one, generic, easy-to-read typeface and use it everywhere.

Yep. Skip over mulling through MyFonts or TypeKit and use something that has been around for a while as a starting point.

Some recommendations:




Montserrat (this one is free)

"But Zach, I want something unique and pertinent to my brand."

Yes, you do, but you're not ready yet if you can't afford to hire an in-house designer or outside consultant to even define your brand. Your goal right now is to appear trustworthy and dependable to investors and customers. Trying to choose unique typefaces will end poorly and hinder you from getting you to a point where you can pay someone to take this off your plate.

Pick a typeface from any of the above, use a bold, regular, and light versions, and play with hierarchy and scale to create compositions.

More you say?

Break the Rut-Tine

I'm pretty dedicated to routine, but why let it go the last two weeks of the year?


Routine is what produces results. Consistent dedication to a series of habits will beat talent any day of the week. Personally, my morning routine consists of the following:

  • 7am wake up (I'm a night owl, not an early bird)
  • Stretch, run, pushups, and squats
  • Journal and Prayer
  • Bible Reading (1 chapter from the OT/NT and one Psalm or Proverb)
  • Write the MF Punch
  • Jam on a personal project for an hour or so

Obviously, I'm not perfect so this routine gets muddied on occasion. But, it serves as a solid compass for letting me know when I've derailed. So why would I completely forego this routine during the last two weeks of the year? Most productivity hacks will tell you that you should always stick to your routine regardless of what day it is.

I'm gonna be honest and say screw that.

Routines are effective during normal times of the year, when I've got client emails to answer, phone calls to make, and, of course, design work that needs to be done. Here's the difference: none of that happens regularly during the week of Christmas or the following week for New Years. Could it happen? Sure. But the truth is that it doesn't.

This presents two opportunities: stick to your routine despite the change in circumstance or let it go for two weeks. Neither option is wrong, they just present two different outcomes and that's where it gets interesting.

When I give myself these two weeks to completely let go of my routine, I give my willpower a rest. Furthermore, with all of the bustle of the holidays and trips to Las Vegas and Mexico on the horizon, those routines quickly find themselves going out the door.

That's not an excuse to let any obstacle get in the way of your routines. There are 50 weeks out of the year where I don't see a valid excuse to let go of routine. But failing to recognize the significance and abnormality of the holiday season is a recipe for self-defeat. Things will happen and routines are good, but they also become a rut. In the spirit of creativity and constantly adapting, ruts must be broken.

Can you think of a better time to break a routine than two weeks filled with festivities, good food, and time with people you care about? Didn't think so.

So what are my plans for the next two weeks? Eat some good food, stay up late watching Star Wars movies, see my grandmother, and think about all of the good things that have happened to me this year. Lastly, think about my routine and what could be improved for 2020 ;)

That being said, it's time to take a break from these as well. Have a Merry Christmas and a happy New Year. Check back in 2020 for the MF Punch.

read more

Tools Tools Tools

Seven of my favorite softwares and resources that make small teams more effective.


It's rare that I would ever post something along these lines, but I've gotten asked about the tools I'm using as a one-man show to make my life easier. Without further adieu, here are my favorite seven.

G Suite by Google

A client of mine recently indicated that he had purchased G Suite but was not using it to its fullest potential. Since it's the base layer for all of my administrative and business responsibilities, it seemed like a great place to start. The core features that every startup should take advantage of are Gmail, Google Calendar, and Google Drive. By getting your whole team on these, the organizational integrity of your startup will get better. No more housing files on individual hard drives or trying to keep up with each other's schedules. It's all put right into a shared system. Apart from admin uses, services like Google Docs, Google Sheets, and Google Slides are suitable replacements for Microsoft Office. Think about all the burritos you could buy with an additional $7 per employee a month. That's a lot of frijoles.


As for tracking projects, posting work for clients, and documenting approval, Notion has been a gem. For starters, it's free software that combines the best elements of Trello, Evernote, and Google Docs into one, malleable software. Granted, the drawback is that there is a learning curve to really making this software work its magic for your team. Anyone working on product design, or long-term internal projects would get a kick out of Notion's visual layout for tracking progress.


Sometimes typing out a message just ain't enough and your collaborators need to hear your voice. What Loom allows me to do is send videos to clients to explain my thinking and giving in-depth walkthroughs of a particular project element. It's especially helpful when going over designs, website projects, and giving feedback on other items. The kicker is that it's free and since all of the videos are distributed via URL, it makes for an easy send on any communication or project management platform.


You've got a lot of important shit to do and not a lot of time to do it. Any chance you get to automate a routine process is a chance to get back something invaluable: time. Because of Zapier's no-code principles, it allows users to connect independent web-apps based on a series of "if this, then that" operations. Whether you are looking to do simple things like automatically respond to a website form submission, or doing more complex stuff like webhooks, Zapier is the jam.


Good stock images are hard to come by, and it's even harder to find free images. Unspalsh has been a gem for finding high-resolution images to use on websites, within marketing collateral, or any other task where a good quality image is needed. There is a fault, in that since the images are free, it's easy for others to use the same ones. However, I've found that the workaround with this is to get creative and not be so literal with the images you're using. For example, if you're talking about a business crisis, don't use an image of a business person cringing at their desk. Find a picture of something on fire, or an earthquake to connote the idea of frantic chaos.


Going back and forth trying to figure out a time to meet up with someone is a pain in the ass. Use Calendly instead.


The no-code era is upon us. It's no longer necessary to bring in developers to build out custom websites or online applications. I have little to no code writing expertise, but I can build websites that include upvote features, sell tickets to events, and make it possible for marketing teams to work efficiently within a well-designed website. All without writing code. From a business perspective, this cuts out major bottlenecks like passing designs back and forth between a designer and a developer. Give developers the freedom they need to do heavy lifting on your startup team, let designers make the damn thing beautiful, and allow your marketing team to fire off content without worrying about how it will affect the site.

Links to each of the tools below:








read more