Then by All: A Handwritten Font for Modern Branding
I was staring at a blank brand board one afternoon, trying to find that perfect typeface that would bring the identity of a new café to life. The client wanted something warm, approachable, and just a little bit personal. That’s when I stumbled upon Then by All—a neat handwritten font from Script Amp that immediately felt like the right fit.
What caught my eye was how Then by All balanced elegance with simplicity. It wasn’t overly ornate or difficult to read, but it had that soft, organic feel that made it stand out. It reminded me of someone jotting down notes in a journal, which gave it a sense of authenticity and charm. This was exactly what the café needed—a visual language that felt human, not corporate.
First Impressions on a Logo Mockup
I started testing Then by All on a few logo mockups. The first draft used it as the primary text for the café’s name. It looked great on its own, but I wanted to see how it would pair with other fonts. I tried a clean sans serif font next to it for contrast, and the result was surprisingly harmonious. The handwritten feel of Then by All added warmth without clashing with the modernity of the sans serif.
The font also worked well in smaller sizes, which was important because the logo would be used across various mediums—from signage to social media posts. I noticed that even at smaller sizes, Then by All remained legible, which is a big plus for any branding project.
Using Then by All in Brand Identity
As I moved into designing the full brand identity, Then by All became more than just a logo font—it was part of the entire system. I used it for headings in the café’s menu design, on promotional posters, and even on their packaging labels. Each time, it brought a consistent, cohesive feel that tied everything together.
One thing I appreciated was how Then by All could adapt to different contexts. It didn’t feel too casual for professional materials, nor did it lose its character in more playful designs. It was versatile enough to work in both editorial and digital formats, making it ideal for a brand that wanted to maintain a unified voice across all touchpoints.
I also found that it played nicely with other typefaces. Pairing it with a minimalist serif font for body text created a nice balance between readability and style. For digital use, especially in web headers and hero sections, Then by All helped draw attention without overwhelming the viewer.
Design Observations Across Media
Testing Then by All across different media was an interesting process. On printed materials like business cards and label stickers, the font retained its clarity and softness. In digital environments, such as Instagram posts and website headers, it maintained its visual appeal without sacrificing performance or load times.
It was particularly effective in social media graphics where a more personal tone was desired. Using Then by All in captions and call-to-action buttons added a friendly, approachable vibe that resonated with the café’s target audience.
I also experimented with using it in product mockups. When placed on coffee mugs or tote bags, the font looked natural and inviting. It felt like something you’d see in a local shop, which aligned perfectly with the café’s community-focused brand image.
Practical Tips for Using Then by All
If you’re considering Then by All for your next project, I recommend starting with a small test. Use it in a few key areas before committing to a full brand system. See how it looks in different sizes, weights, and color combinations. Pay attention to how it interacts with other fonts and whether it maintains its personality across various platforms.
Also, check the available styles and alternates if they matter for your project. While Then by All doesn’t offer too many variations, the ones it does provide are enough to create subtle changes in tone and emphasis. If you need more flexibility, consider pairing it with another font that complements its style.
Don’t forget about licensing. Since this is a commercial font from Script Amp, ensure you have the right to use it in your final deliverables, especially if you’re working with clients who will be publishing or selling products with your design work.
Final Notes on Then by All
Then by All has become a go-to font for me in projects that require a personal, handwritten touch. Whether I’m designing for a boutique, a skincare brand, or a creative studio, it always adds that extra layer of warmth and character. It’s not just a font—it’s a tool that helps tell a story through typography.
If you're looking for a display font that feels both professional and personable, give Then by All a try. You might just find it’s the perfect match for your next branding project.
