You now have a logo that attracts attention and transmits your messages perfectly. It is easy to reproduce and recognize in a variety of sizes. The majority should be done, right? Not quite.
The choice of font is an essential aspect of the logo design and should not be taken lightly. The right font can extend the power of the logo and your brand, while a poorly chosen font can discourage the interest of potential future customers. But how do you choose the perfect typography for your own brand from thousands of fonts? Here are a few tips on how to choose the right font for your company logo.
1. Be everything, just not ordinary
The text programs on your computers may have a selection of fonts, but usually each one has them. Your brand should not look like one of many. Today you have to stand out from the crowd. That’s why you have to think ‘out of the box’.
There is a large selection of websites that offer you thousands of fonts. The pages usually preview the font, so you can preview the font before you buy it.
Attic (by You Work For Them )
2. Be timeless
Do you remember the disco fonts of the late 70s that looked like inflated animal balloons? They were very fashionable for a few years and then disappeared from the scene. Keep in mind that your logo and font should survive trends. If it seems that everyone is using a particular font style at once, rather choose something else. Remember that your logo should stand out! Focusing too much on trends seems to be a simple and safe solution, but can be quickly regretted later on.
Intro Free Font (by Miroslav Bekyarov)
There is a saying in the tattoo world: if it’s bold, it’ll hold. If it is fat, it will last longer. This can also be transferred to fonts. Thin, fragile, floral or swirling lettering is usually too fine to reproduce in smaller formats. They can easily perish. So stay with simpler and stronger typographies.
Trio Grotesk (by Florian Schick)
4. Fonts need the right place
The famous jazz trumpeter Miles Davis once said that the notes that are not played are just as important as the ones that are played. So, if you choose a font for yours, pay attention to the distance between the letters (called kerning). Too much distance makes the logo appear airy and fragmented, while too little can make it crunchy and uncomfortable. A good designer will recognize and implement the right place for your logo.
Bobber – a serif typeface reminiscent of the early 20th century style.
Your logo is the figurehead of your brand and is the most important contact to the public. So, when you think about fonts, the personality of your brand comes in and thinks carefully about what your logo should convey. Is it speed, strength, trust, accessibility or maybe attention to detail? The personality of a typeface can greatly help convey your values. For that reason – choose wisely!