Do you know that the difference between a recognizable, trustworthy brand and an obscure business can be connected to a logo’s font?
Humans are emotional beings, and something as simple as a proper typeface can make them view your brand favorably.
There are over 200,000 confirmed fonts at the moment. To pick a few from that number is bound to be tough. Fortunately, we have compiled a few tips to make it easy for you.
Why Certain Fonts in a Logo Work and Others Don’t
No two font styles deliver the same result. Each performs differently depending on the logo’s intent. When people see a font, they see a brand’s intention. And how to communicate that intention matters.
For instance, typefaces like Times New Roman (Serif) tell customers the brand is seasoned, reliable, and not desperate.
Though font styling communicates brand status and intent, they still have to inform. You must choose a legible typeface, else the logo defeats its true purpose.
A stylish but illegible font creates an illusion of artistry, but it fails in its primary purpose of informing a reader about the brand. Allura is a good example of such a font.
A good font in your brand’s logo design tells your story without compromising on readability. Often, customers see your logo first before they make a decision. The logo’s font affects the outcome of such a decision.
Sometimes, the typeface determines if people continue to do business with your brand. Certain font styling makes it hard to forget a brand.
Finding the Right Font for Your Logo Design
You have to be ready to do intense research on font styling and what works. Here are some valuable steps to achieve this:
- Establish Your Brand Identity
Most businesses design a logo without a brand identity. This makes choosing a font difficult. You should have an outline of what customers see when they view your brand logo.
Your brand needs to have an identity. It’s all about knowing your potential customers, their expectations, and how best to make your brand relatable.
This only happens when you categorize your brand. Do you consider your brand sophisticated, playful, or professional?
Is it a premium brand or perfect for customers on a budget?
Some AI logo design tools compile many of these questions, so it’s easy for brands to have an identity.
When you have the answers to these questions, your ideal font type is clearer.
- Know Your Font Choices
You can’t pick a good font for your brand logo if you know nothing about these typefaces.
Fonts are broadly categorized into Serifs, Sans-Serif, Scripts, and Display. Due to styling differences, each group caters to different industries.
For instance, schools, consulting firms, and some premium brands use serif fonts.
If you are not sure what fonts to choose, you can consider using Zawa’s AI logo generator.
Zawa is a popular AI design platform that lets you create logos by adding prompts. Just type your prompts, and the platform will design amazing logos according to your industry.
With a styling that has a reserved and reliable vibe, it’s no surprise that such fonts are preferred by these industries.
Sans-serif fonts give off a modern appeal with a minimalist undertone. Tech companies rely on these fonts for their logo designs.
Script fonts appear classic and elegant. You see this typeface in the creative industry, such as fashion brands.
Display fonts use excessive styling to give off a playful personality. Most entertainment brands use these fonts.
When you learn more about each font group, you can easily spot where your brand belongs and the ideal typeface for your logo design.
- Choose Legible Fonts Always
The words in your brand’s logo are meant to be read by people. If a font style disrupts that primary function, it shouldn’t make an appearance in your logo.
Your brand identity relies on your logo communicating the purpose of your business whenever eyeballs make contact with it. An illegible font might appear attractive, but it fails to solve the primary objective, so it’s not a good choice.
Go for fonts that anyone can easily read when they see them. People shouldn’t struggle to read the words in your logo.
Also, your logo’s font must be legible, regardless of character size. If it’s only readable when enlarged, it’s a poor typeface. And the font should stay legible no matter the color.
- Compare Fonts Extensively
Dig through different fonts before you choose one for your brand’s logo.
Never settle for a typeface because of its aesthetics.
The truth is, your logo’s font isn’t meant for you to like. It’s supposed to appeal to your customers, not your whims and dictates.
Instead, explore various fonts and how it reveals your brand personality.
Comparing Several Logo Variations
Look at the spacing, shape of specific letters, and size. You can also have a fresh pair of eyes to look at the shortlisted fonts, so it’s a better reflection of how people see your brand through your logo.
Certain tools reduce the time spent comparing fonts as they bring up the most compatible iterations.
- Make Your Logo’s Font About Your Brand
Selecting a font for your logo is good, but you have to make it yours. A little bit of customization helps.
Your brand identity is tied to the uniqueness of your logo’s layout.
You can alter the letter spacing, so it’s more expressive of your brand’s intent.
The shape of the letters can be altered so it sends the right message about your brand.
Letterforms changed in a logo design
How you personalize the fonts still depends on the brand personality you intend to convey. Just make sure your font isn’t generic so as not to create a forgettable impression.
- Put Your Font to the Test
Once you have applied the preferred font to your brand’s logo, it’s time to exit the sandbox. You need to see how it looks in the wild.
Add the logo to your website banner, mockups, and others. This way, you can confirm if it meets your brand’s expectations or if it just looks good.
Many brands apply new fonts to realistic mockups and business cards using certain specialized tools.