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Choosing the Right Logo Font

By Emily Filener in Graphic Design

If you're building a business, there's something that can't be overestimated, and that's what logos mean for your brand. We all recognize and remember the logos of iconic brands. When you're thinking about iconic brands, there's something that's generally true across the board, and that's that their logos are simple. Here are some things you should know about choosing the right logo font.

Fonts set the tone

Have you ever thought about which characteristics a font is communicating? Serif fonts, for instance, connote things that are classy, traditional, and refined. Think about the New York Times or other publications. Most use serif fonts to communicate trust, tradition, and refinement.

Sans serif fonts are more often used for brands that may not take themselves so seriously. There are several font styles and they all communicate different things. Learn about the different styles and ask yourself whether they match your brand's philosophies and style.

Beware of trendy fonts

Trendy fonts can be home runs for your brand, but beware! There are some pitfalls that using trendy fonts introduces. For instance, you run the risk of looking like everyone else. Remember about 15 years ago when everyone was using papyrus? It has consequently become something people mock. And as the years go by, that trendy font looks worse and worse. If choosing a trendy font, be sure to keep tabs on what other brands are doing, and be prepared to switch things up if your once-trendy brand is growing stale. Remember that what logos mean for your brand is huge, and you don't want to be associated with a passing fad.

Make sure it's legible

Finally, and this should be obvious, make sure that the font you choose is legible! You don't want potential followers or clients squinting to see what your business is called because the font isn't super easy to read. This is another reason why a classic, reliable font is often the best route. Most old fonts have stood the test of time because they work.

Hopefully, this is a good primer for your logo creation. Once again, you can't overestimate what logos mean for your brand, so consider it carefully and get it right!