During: A Sweet Handwritten Font
There I was, staring at a blank brand board, trying to find the right tone for a new boutique coffee shop. The client wanted something approachable, warm, and a little whimsical. I scrolled through my font library, testing everything from clean sans serifs to bold serifs, but nothing felt quite right. Then I remembered During.
During is a sweet and friendly handwritten display font that brings a playful energy to any design. Its soft curves and gentle strokes make it feel like a personal note from a friend. It’s not just cute—it has character, charm, and a distinct personality that can elevate a brand without overwhelming it.
Visual Characteristics and Personality
During has a hand-drawn aesthetic that feels authentic and unpolished, yet still refined. The letterforms are slightly irregular, with subtle variations in stroke weight that mimic natural handwriting. This gives the font a sense of warmth and humanity that many digital fonts lack.
It works best as a display or logo font, where its unique details can shine. The lowercase letters have a soft, flowing quality, while the uppercase letters carry a bit more structure. The overall effect is friendly, inviting, and easy on the eyes—perfect for brands that want to communicate approachability and creativity.
Real-World Branding Applications
I tested During on a logo concept for the coffee shop. The font paired well with a simple icon, adding a personal touch that made the brand feel more connected to its audience. On a business card, it stood out without being too flashy, and on a packaging mockup, it added a charming, artisanal feel.
When used on a website header, During brought a sense of personality that contrasted nicely with a clean sans serif body text. In social media graphics, it helped create a cohesive visual identity that felt consistent across different platforms. Even on a printed flyer, it maintained clarity and readability, especially when used in larger sizes.
One thing I noticed was how well it worked with other fonts. I paired it with a classic serif typeface for a more balanced look, which helped keep the design from feeling too casual. For a modern twist, I tried pairing it with a minimalist sans serif, which created an interesting contrast between the handwritten and the structured.
Strengths and Limitations
During excels in short phrases, headlines, and logos where its personality can be fully expressed. It’s not meant for long blocks of text, as the irregularity of the strokes can affect readability at smaller sizes. That said, it works well in larger formats, such as signage, posters, or banners, where its charm can be appreciated without sacrificing legibility.
It’s also worth noting that During may not be the best choice for formal or corporate branding. Its casual nature could clash with a more serious or professional image. However, for creative studios, boutique shops, or lifestyle brands, it’s a great fit.
Practical Guidance for Designers
If you’re considering using During in a project, I recommend testing it in multiple contexts before finalizing your design. Try it on different backgrounds, in various sizes, and alongside other fonts to see how it performs. Pay attention to how it looks in both digital and print formats, especially if you’re working on packaging or merchandise.
Also, make sure to check the font licensing before using it in client work. While During is likely a premium font, the terms of use can vary, so it’s important to understand what you’re allowed to do with it—especially if you’re creating templates, merchandise, or digital products.
For those who want to push the design further, explore the font’s alternate characters, ligatures, and swashes. These features can add even more personality and variety to your typography choices.
Final Thoughts
During is a delightful addition to any designer’s toolkit, especially for projects that need a touch of warmth and personality. Its friendly, handmade style makes it ideal for wedding invitations, greeting cards, and other designs that benefit from a more personal feel.
As a brand designer, I found During to be a versatile and expressive font that adds character without overpowering the design. Whether you’re working on a café identity, a skincare brand, or a handmade shop, During can help bring your vision to life with a unique and inviting voice.
