Creating a logo for your business or brand can be challenging. A logo that says who you are and what you do is very important, thus choosing the right font is paramount.
Why is this important?
Well, in our daily conversations, we convey our thoughts and feelings by expressing it through tones and inflections. We either raise our voices when we’re frustrated, speak in high-pitched tones when we’re excited, or speak softly when we’re secretive.
It’s obvious we can’t do the same with our branding strategies, so instead we communicate through visual images—and this is where the importance of typography and font selection comes in!
5 Things to Take Note of When Choosing a Font
Font selection isn’t as easy as it sounds. The common misconception is that a pretty font is all there is to logo design. Or the belief that serif fonts can only be used in print while sans serif for digital media. This is an oversimplification of things, because there are other factors that have to be considered.
Here are some tips to take note of:
- Know your audience. The font you ultimately select should not only be a reflection of the company’s culture and values, but also your target market. Imagine using Comic Sans font for a serious and old-fashioned business. It wouldn’t work, right? On the other hand, Serif fonts, such as Garamond and Baskerville, are great to use in logos for traditional businesses, while Sans Serif fonts such as Helvetica Neue and Gotham work well with businesses for a younger and modern market.
- Set the mood. Fonts have their own personality. So you need to choose one that is appropriate for your niche. Are you designing a logo for a chic and upscale furniture store? Then go for a font that has minimalist, clean lines. Perhaps you are working on a vintage cafe? You can get away with a playful retro font that’s just brimming with character. The key here is that the personality of the typeface and your business shouldn’t clash. As a rule of thumb, choose a Serif font if your business is leaning towards the classic, elegant, and formal. On the other hand, choose Sans Serif for contemporary, modern, clean, and minimal.
- Choose timelessness over trends. Trends come and go, but make sure your logo lasts a long time. It’s okay to look for inspiration from current font trends, but maintain your own identity at the forefront of logo design.
- Less is always more. We’ve heard this before. Your logo should be a study in simplicity. It must be easy on the eyes and easily recognizable. So choose a font that is distinctive yet simple and clear. Avoid frills, excesses, and too many details that will likely be lost to the viewer.
- Design with versatility in mind. Will the chosen font be clearly readable if printed on a wide, outdoor signage? Will it be readable if stitched into clothing? Will it be responsive if read over a mobile device? You need to see the bigger picture here – make sure that the font translates well in both print and digital mediums.
At the end of the day, consider it a job well done if your target market does not notice the font, but rather, notices the overall message you are trying to impart.
To get you started, here are 10 ready-made fonts that can be used as a logo or paired with characters.
Fontin
Designed by Jos Buivenga, you can download this font here.
Barkentina
Created by Kiril Zlatkov, you can download this font here.
Cardo
Developed by David Perry, this font can be downloaded here.
Langdon
Credited to Steven Bonner, this font can be downloaded here.
Montserrat
Made by Julieta Ulanovsky, this font can be downloaded here.
Marcus Font
Conceived by Marcus Michaels, this font can be downloaded here.
Gin Typeface
Produced by Ryan Slater, this font can be downloaded here.
Ember Typeface
Imagined by Mehmet Reha Tugcu, this font can be downloaded here.
Frontage
Conceived by Juri Zaech, this font can be downloaded here.
Beauty of the Peaks
Conceptualized by Lin Chervenkova, this font can be downloaded here.
