Not every "free" font or image found through a search engine is actually free to use, especially for anything you plan to publish, sell, or use in a business context. A handful of reputable sources make this simple by publishing clear licences upfront, so you never need to guess whether a design element is safe to use.
Key takeaway: Google Fonts, Unsplash and Pexels all offer genuinely free fonts and images cleared for commercial use, but always check the specific licence attached to an individual item before publishing.
Fonts: Google Fonts
Google Fonts hosts over a thousand typefaces, all released under open licences (mostly the SIL Open Font License), free for both personal and commercial use, with no attribution required in most cases. Fonts can be downloaded for use in design software, or embedded directly into a website with a simple line of code, which also makes Google Fonts the easiest way to add custom typography to a self-built site without licensing headaches.
- Visit fonts.google.com and browse or search by style (serif, sans-serif, display, handwriting).
- Check the licence tab on the specific font's page — nearly all are OFL licensed, but it takes seconds to confirm.
- Download the font family for use in design software, or copy the embed code for direct website use.
- Install the downloaded font file by double-clicking it and selecting "Install" on Windows or macOS.
Stock images: Unsplash and Pexels
Unsplash and Pexels both offer large libraries of high-quality photography, free for personal and commercial use, with no attribution legally required (though crediting photographers is a nice practice where a project allows it). Both sites are far more reliable than a general image search, where licensing is frequently unclear or images are used without the photographer's permission.
Tip: Search Unsplash or Pexels directly rather than filtering a general image search by "usage rights" — the filtered search results are less reliable, and the licence terms are easier to verify on the source site itself.
Reading a licence properly
Even reputable free resources have edge cases. Some fonts under the OFL restrict selling the font file itself, though using it within your own designs is fine. Some stock photo sites restrict using an identifiable person's photo in a way that implies endorsement of a product or service, which matters for adverts more than general design work. It's worth a quick read of the specific terms page on each site rather than assuming every "free" resource is unrestricted for every use.
Before you start: Avoid downloading fonts from unofficial "free font" aggregator sites, which sometimes redistribute commercial fonts without permission or bundle downloads with unwanted software. Stick to Google Fonts, DaFont's clearly-labelled free section, or a font's official foundry site.
Icons and other design assets
For icons, Flaticon and The Noun Project both offer free tiers with attribution requirements (or a paid tier to remove attribution), and Font Awesome's free icon set is widely used and clearly licensed for both personal and commercial projects.
| Resource | Type | Commercial use | Attribution needed |
|---|---|---|---|
| Google Fonts | Fonts | Yes | No, generally |
| Unsplash | Photos | Yes | No, appreciated |
| Pexels | Photos | Yes | No, appreciated |
| The Noun Project (free) | Icons | Yes | Yes, on free tier |
Frequently asked questions
- Can I use Google Fonts in a client project I'm being paid for?
- Yes, the vast majority of Google Fonts are licensed for unrestricted commercial use, including paid client work.
- Do I need to credit the photographer when using an Unsplash image?
- It's not legally required under Unsplash's licence, but crediting photographers where practical is good practice and appreciated by the creative community.
- Is it safe to modify a free font, like changing its letterforms slightly?
- Most OFL-licensed fonts allow modification, but check the individual font's licence file, as a small number restrict redistribution of modified versions under the same name.