The reputation of a brand is highly dependent on its logo. It is the reason that the logo needs to be relevant to the brand it is representing, and outstanding at the same time.
Therefore, it is important that everything from the shape and colour to the fonts used in the logo should be in harmony. Fonts play a very important role in setting the tone of the brand. As in any case, if they aren’t chosen wisely this alone can ruin the credibility of the company.
Choosing the right font
Picking up the right typography is undoubtedly a tricky job. You have to use the fonts keeping in mind the colours, and positive and negative spacing. This would help you to create a professional logo design that not only delivers the intended message but also sets the correct mood for the brand.
Before selecting the typography, the designer must understand what are the objectives of the brand? What is that the company wants to achieve? For instance, if a company aims to send a message to its customers and clients regarding its morality and tradition, then serif font is a convenient choice for them. Similarly, if a company targets to portray a futuristic image, modern fonts are what their first choice should be.
Why is typography so important for the logo?
In terms of design, typography always has a very distinct role. Yet, it is often asked that why it is so necessary to pick the right typography for a logo. Let’s reveal it to you that the right font is not only important in the aesthetic sense but it is also required for successful branding. The brand is actually the feeling people have about your products or services. It’s about the perception people creating of the company.
In this regard, FedEx is one of the most important examples that can help you understand the role of a font to make a logo famous. The typeface of the logo is simple, yet smart. The use of arrow clearly indicates how much the brand is enthusiast about speedy delivery.
Some important factors that make typography super important for the logo are mentioned here:
- Typography advocates the feelings and emotions associated with the company; thus, creates the “image of the brand”.
- Choice of font for the logo shows the type of audience, the business is catering. It gives the right direction to the brand.
- It ensures the distinguishable identity of the brand. A unique font will help the people to find a special connection with the company.
- A logo is used in all marketing processes. That is the very first thing people notice in the brand. The right font gives it the charm that grabs immediate attention.
Different types of fonts and their impact
The choices a designer have in fonts these days is simply unbelievable. The variety makes the work easy and difficult at the same time. Easy because, you can experiment as much as you can, keeping the distinguishing features of the font in mind. Difficult, as too many choices sometimes overwhelm your imagination and it becomes difficult to make a decision.
However, if you understand the psychology of different types of fonts and categorize them accordingly, things would become easier for you.
Serif
A small line at the end of every letter is its distinguishing factor. This feature boosts the readability of this font. Slab Serif, Didone, Old Style and Traditional are the four subcategories of this font. It gives a sense of character to your font.
A popular example of serif is the Canon logo. The brand has retained its font since the 1930s. Canon’s serif gives it a simple but modern look. Use of serif makes it unique from the italicized san-serif logo of Nikon.
Sans Serif
The debate that which one is better among serif and san serif continues forever. These fonts get popular in what is called, the “Modern Era”. Those were the new flashy fonts of the time and considered that way for many years. Still sans serif is considered simple yet modern font type. They are mostly the first choice of brands which want their logo to be effective and economical. Their simplicity makes it look good in any sizes and it also goes well on digital screens.
Script Fonts
This font can be easily recognized due to its amazing curls and twists. There are two types of script fonts; formal script and casual script. Formal script typography gives a stylish look to the logo. A formal script font is an excellent option for the logos of wedding planners as it provides a historical feel to the logo.
As the name implies causal script has a more underlying tone. Created in the twentieth century, this font is perfect to be used for restaurants’ logos.
Handwritten Fonts
To make people feel a personal connection with the brand or to give uniqueness to the logo, this type of font is used. Ten years ago, there were not as many options in the handwritten fonts. However, in recent time the range has increased in leaps and bounds. This font portrays creativity of the brands and it shows the company likes to experiment with their products and services. Generally, startups are more likely to opt for this particular typography.
In a Nutshell
The above discussion indicates that typography does not only play a role in making the logo look good but it also adds meaning to it. Fonts set a tone of the brand that stays with it for a very long time. In order, to be remembered by people or expecting your audience to accept your presence, you need to connect with them by choosing the most relevant and effective font in your logo. This task is never as easy as it seems like. You are always very apprehensive about the idea of creating your logo, as you know your business identity is dependent on it. However, if you are clear on what your objectives are, you will be able to choose the best from all the options.
