Typeface for screen

The fewer details a font needs to convey a character clearly, the more readable it will appear on a broader range of screens. The best typefaces to use for screen are sans serif as they are easier to read. I didn't want to spend much time into researching the perfect typeface or trying to find one with some relation to baking as there aren't any specific ones that jump out, my only option would be to use a typeface used by a popular baking brand like Allinson or Home-pride to make it more familiar. 

As you can see the typefaces used by Allinson are serif (which is no good for my design as this would be difficult to read) and a handwritten text for the brand name. A lot of baking brands do this and it is something I will do with my branding as I think it adds a nice personal touch as thought someone has written it themselves. 

Similarly with Homepride, they also use handwriting for the brand name. Previously the accompanying font to go with this was serif however after their rebrand in 2000 they changed to a more modern looking sans serif typeface which is very blocky and easy to read. However Capitals would be inappropriate to use for step by step instructions and other content on my app.

I decided to look at Vignelli's 6 typefaces for some inspiration and had the options of Helvetica and Futura. Futura offers a more geometric look to it which goes with the modern look I am going for, I also like how thick the strokes are without being too bold. It is also easy to read which was one of my main requirements. 

Vignelli's 6 typefaces

Garamond

• 1530
•  French renaissance punch cutter Claude Garamond
•  Features large counters in a and e
•  Often associated with elegance and readability 
• Suitable for a range of jobs.

Bodoni

• 1790 
• geometric appearance contrasts between thick and thin stokes
• used for displays, headlines and logos.
• romantic typeface
• vertical stress
• slight serif bracketing
• cupped top serifs on b,h,l, not parallel to baseline in some versions
• top & bottom serifs on C
• vertical tail of Q
• small upper bowl of g
• usually no middle serif on w
• large ball terminal of c

Century

• 1896 
• specifically designed to print century magazine
• extremely readable typeface 
• each letter form exaggerates the characteristics of each letter to make them look as different as possible therefore making it easier and quicker to read.

 Futura

• 1927
•  Paul Renner.
• All strokes made in a single line
• geometric
•  basic
• no ornamentation
• the ‘O’ is a perfect circle 
• the ‘j’ has no curve. 

Times

• 1932
•  created for the times newspaper
• used ‘monotype plantin 113’ as a basis 
• used for a classic yet practical look 
• combines legibility with economy
• used regularly in books and newspapers
• not very suitable for on screen use.

Helvetica

• Late 1950’s
•  the most neutral typeface based on ‘Akzidenz Grotesk’ typeface
•  large x height
•  large counters in ‘O, Q and C’ 
• oval double storied ‘a’
• counter in a is teardrop shape 

I also looked at other brands that use futura and came across Absolut Vodka who combine futura with a script typeface which I think works really well. Another popular brand that uses Futura is Domino's pizza which is more similar to my app as a brand as it is food related. I like how loose futura is and how much space there is in-between the letters .