#TypeAndPhotos
Free fonts vs. licensed fonts: what a small business should know
Why a team making its own posts often does better with a free Google font, what a font license covers, and what to ask before you pick a typeface.
Fonts are the part of branding people think about least, until an assistant opens a Canva template and all the headlines have switched to a default font. Usually it's a licensing problem that looks like a design problem.
What does a font license actually cover?
A font is software, and like other software it comes with a license. Paid fonts are usually sold per use:
| License | Covers |
|---|---|
| Desktop | Installing on computers to make documents, print pieces and images. Often limited by number of users or devices. |
| Web | Embedding the font on a website, often priced by monthly page views. |
| App | Building the font into a mobile or desktop app. |
| Other uses | E-books, broadcast, logos for resale, uploading to online tools. Varies by foundry. |
Every foundry writes its own terms, so there's no single rule. The practical question is simple: will everyone who makes something for the brand, in every tool they use, be covered?
Why are free fonts often the practical choice?
Because the people making posts change, and so do their tools. Google Fonts are released under open licenses, most under the SIL Open Font License, which lets anyone use them commercially, anywhere, for free. They're already built into Canva, Google Docs and Google Slides. A new assistant, a volunteer or a freelancer can use them the same day, on their own laptop, without anybody buying anything.
That's why a lot of the brand guides I make set everyday text in a free Google font. For a team making its own posts every week, it matters. One guide uses a single free Google font with Hebrew and Latin in one family, so a bilingual flyer or a name tag in both languages works in one typeface.
When is a licensed font worth it?
When the typeface is doing a lot of the brand's recognition and there's a good reason for it to be less common. Free fonts are free for everyone, and the popular ones are everywhere. A distinctive paid display face can set a brand apart in headlines, where it's seen most.
The cost is practical as well as financial. Everyone who types in that font needs to be covered, and it may not be usable in Canva or on a website without extra licenses.
What's a sensible way to combine them?
A common setup:
- The logo can use any typeface, free or licensed, because the lettering is converted into shapes in the final files. Nobody needs the font to use the logo.
- Headlines get the distinctive typeface, if there is one, used by whoever is licensed for it.
- Body text and everyday templates use a free font that pairs well, so anyone can make a post, a proposal or a slide.
When a licensed font can't be embedded somewhere, the brand guide names the free fallback, so there's always an answer.
What should I ask before choosing a brand font?
- Who will be typing in this font, and on how many computers?
- Will it be used in Canva, Google Slides or another online tool?
- Does the brand need Hebrew, Russian or another script in the same family?
- Does it come in enough weights for headlines, subheads and body text?
- If it's paid, what does the license cover, and what does adding a user cost?
The answers usually make the choice for you. For more on how fonts are documented in the guide, see what goes in a brand guide.
Questions people also ask
Can I use Google Fonts for my business?
Yes. Google Fonts are released under open licenses, most under the SIL Open Font License, which allows commercial use in print, on screens and in logos without payment.
Can I upload a paid font to Canva?
Canva lets paid-plan users upload fonts, but whether you may depends on the font's license. Many desktop licenses don't cover uploading to an online tool. Check the license, or ask the foundry.
Do I need to buy a font again for my website?
Often, yes. Font licenses are usually split by use: desktop, web, app, e-book. A desktop license alone typically doesn't cover embedding the font on a website.
If my logo uses a licensed font, do I need the license?
Not to use the logo. Logo lettering is converted into shapes in the final files, so the font isn't needed to display it. You need a license only to type new text in that font.
