Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed; but have you ever considered that the font type you choose for your logo plays a crucial role to help define your brand?
Like handwriting, we associate different fonts with specific personalities and so the font you choose for your logo should naturally reflect your brand’s personality, mood, and attitude.
If used well like Coca-Cola or FedEx, your logo’s typeface will amplify your brand values, it will show your brand’s personality and you can often gauge where in the market a company is placed. Contrary to this, if a font is poorly chosen and is unable to visually represent the values and characteristics of your brand, you will be sending out mixed messages to your clients, which will be nothing short of a disaster!
Let’s take a look at a few examples of the most common font categories and how their styles translate in a logo design:
Serif Fonts have extra strokes added to each character called Serif’s (but I like to call them ‘tails’). Implying a sense of tradition and respectability, a brand would do well to choose this to emphasise its professionalism.
Sans Serif Fonts are clean, crisp and modern; a typeface “sans” (without) embellishment. These kinds of fonts are great for sending out a straightforward message of honesty and approachability.
Script Fonts are often used to convey elegance, femininity or romance and can often be found on wedding invitations, in the beauty industry or Valentine’s Day greeting cards. But be warned! Proceed with caution with font legibility when using script fonts on a small scale. If people can’t read your logo/brand message, it won’t be remembered!
Display Fonts are fonts that are a little different from the ‘norm’ that you wouldn’t necessarily want to read in a whole body of text. Widely varied in design and style, these can make great choices for text-only logos. Depending on which font you choose, your message can be completely unique!
Choosing the best font for your branding is an integral part of the design process and it is worth spending the time to get it right.