The use of a logo can help in creating a strong brand identity. A logo is the most recognizable part of a brand, so it is essential to choose the right font for it. It should have a unique appearance that makes it stand out among many other logos.
Choosing the right typeface for your logo is one of the most important decisions that you’ll make when creating a brand or starting a business. Choosing the wrong typeface can be a big mistake that can seriously affect your brand identity and make your business look dated or unprofessional. As a result, it’s important to choose a font that’s both effective and professional. If the logo you choose goes against the principle of the company, it can cause people to lose interest in your business, which can potentially waste a lot of time and money.
If you’d like to know how to choose the best font for your logo, we’ve put together some essential information to help you make the best decisions for your company.

Psychology of typography

There are a number of different factors to keep in mind when choosing a typeface when designing a logo. One such factor is the “font-family”. In logo design, there are four major font families to choose from: serif, sans serif, modern, and script. We will outline what the differences are and how each of these font types is used.
In the design world, typography is a form of art. Some designers use it for its artistic value, while others use it to convey a message. When you combine the two, you get a graphic and artistic piece that conveys a certain message. The truth is, typography has a powerful psychological effect on people. In fact, a lot of research has been done on typography and cognitive science, in an attempt to understand why our brains are attracted to certain typefaces. Rather than discuss these in detail now, we will address which fonts to work with and which to avoid.

Modern fonts

Modern typography conveys a feeling of exclusivity, intelligence, and style when used in logo design. If you wish to create a font type that is easily readable, yet dynamic and full of modern flair, then this font type could be just what you need.
These modern fonts have been used for the Facebook and Hulu logos, among others.
When targeting Millenials, modern fonts are highly effective. The following modern fonts are worth exploring:

  •  Futura Md BT – used for the Hulu logo
  •  Museo Sans – Shutterfly logo
  •  Klavika – Facebook logo
  •  also check out Majoram, Eurostyle, and Matchbook

Script fonts

These fonts represent a variety of feelings such as elegance and creativity. Headlines tend to avoid using fonts like this since they’re hard to read. A company may use script fonts when they want an audience to perceive their message as sincere since they look like handwriting. Moreover, script fonts are particularly useful for companies looking for a personal connection with their audience.
If you look at the logos for Ford, Coca-Cola, Instagram, and Pinterest, you’ll see what we’re talking about. Some script fonts to check out: Lucinda, Brush Script, Scriptina, and Zapfino.

Serif fonts

Serif fonts are often viewed as reliable, stable, and respectable. They make the viewer feel confident that the company is trusted. However, serif fonts can often appear too stoic, old-fashioned, and uptight, so how they are used should depend a lot on the company’s personality.
The serif font is best suited for “formal” situations. The best use of these would be for financial companies, academic institutions, daily newspapers, and editorials (such as The New York Times and Yale). There are many serif fonts that you can choose from, including Bodoni, Georgia, Times New Roman, and Garamond.

Sans serif fonts

The use of sans serif fonts in logos is associated with companies that wish to appear modern and intelligent. Generally, audiences consider sans serif fonts to be simple and clean. As these fonts are readable even in a small size, they make for a popular choice when it comes to logo design because they are the most readable font.
Companies using sans serif fonts for their logos deliver concise, straightforward messages.
When trying to design a logo for a company, brands that strive for clarity will benefit from sans serif fonts’ simple, yet effective nature. Generally, these fonts are used by clothing companies and technology companies (such as Nike, FedEx, and Microsoft). Check out these fonts: Helvetica, Century Gothic, Verdana, Arial, and Calibri.

Slab serif fonts

Slab serif fonts are one of the most popular types of serif font family, and they are often used on signs, posters, and logos. The slab serif fonts are thick and bold, creating a fun, unique look. Bold, strong, and solid are all words that describe these fonts. The majority of these fonts are enjoyable, easy to read, and will make the audience feel happy.
Best known logos with this type of sans serif fonts: Sony, Volvo, and Honda.
Popular font styles: Courier, Rockwell, Clarendon, Museo, and Bevan.


Display fonts

Decorative or display fonts are an ideal choice for almost any type of logo because they allow you to easily convey a particular type of business personality. Modifying, twisting, and fine-tuning your fonts will help you deliver a casual, direct, fun, or unique message about your business. A few examples of popular display fonts include Jokerman, Bombing, and Gigi.
The good news is, you can easily design and create your very own custom typeface from scratch. You can’t afford to overlook the essence of your logo by simply relying on the fonts that are on the market.
The three best-known logos made with these types of fonts: Lego, Fanta, and Disney.

Fonts to avoid

Is it important to make your business stand out? Your logo should grab people’s attention, right? Using the wrong font can make your brand appear amateur. We will cover the fonts you need to avoid, so keep reading.
For various reasons, we do not recommend these fonts for your logo at all:

  •  Comic sans: ridiculous, not professional, and overused
  •  Bauhaus: old fashioned, poor design
  •  Impact: too thick, unskillful
  •  Papyrus: childish and tasteless
  •  Yellowtail: nice looking, but amateur, bad quality

 Which to pick?

The answer depends on what kind of brand identity you’re trying to establish. There’s no doubt that a solid logo can make a business more recognizable, but it’s often the case that many logo designs can look the same at first glance. Choosing a font that is distinctive, not too complicated, and very easy to read and understand is the key to a powerful logo.
The right font can contribute to a company’s success. It can help you stand out from the competition and improve your brand’s credibility. We hope our above suggestions are helpful in guiding you in the right direction through the maze of fonts.
We give you a brief summary of the most important things to know. Depending on what you want your logo to say:

  •  intelligent, dynamic, modern flair: modern fonts
  •  elegance, creativity, sincerity: script fonts
  •  reliability, respectability, and personal connection: serif fonts
  •  simple, clean, and modern: sans serif fonts
  •  fun and unique look, happiness: slab serif fonts
  •  an ideal choice for almost any type: display fonts

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