How to choose a font for a logo
Choosing a font for a logo is a mega-responsible task. And it’s not even in its beauty and originality. Each typeface has its character and conveys a specific mood. In this article, you will learn about the functions of font and how to choose the right one. And Turbologo’s online designer will help you create the perfect logo.
A font is a set of characters of a specific size and pattern. In other words, a computer font is a program that can be used in all Windows applications, including PowerPoint.
A font is a method of encoding text information used when it is transmitted as an image. The font determines the mutual correspondence between the characters of a particular alphabet and their pictures, called letters. The signs that form the font have specific ornamental characteristics, such as serifs, decorative curls, etc.
The font reflects the central message of the brand. The appearance of a sign or business card determines what impression the company will make. And here, it is essential to consider everything: the specifics of goods and services, the age, and the gender of the target audience. Agree; it would be ridiculous to appear at a severe interview in a glamorous cocktail dress or show up to a beach party in a business suit!
If the logo uses two or three fonts, you need to be especially careful here! They must be in harmony. One – dominates, and the second – emphasizes and complements. These fonts should not be similar to each other but at the same time be combined and have some standard features.
First, let’s talk about what types of fonts exist.
They have small dashes at the end of the primary stroke of each letter. Text written in such fonts is perceived as more traditional, reliable, solid, and profound. However, there are also disadvantages: thin lines are poorly perceived on the screens of computers and mobile devices, and they are poorly printed on business cards, especially in small print.
These are called sans-serif fonts.
The text in sans-serif looks lighter and more modern; it is clean and neat.
For significant texts printed on paper, it is better to choose a serif font. These dashes help the eyes slide over the lines. However, on websites and business cards, a chopped font looks better. And since the logo needs to look equally good on a large sign or a small business card, it’s best to stick with sans-serif fonts.
They imitate human handwriting, so the letters are usually interconnected. Handwritten fonts can have different styles: elegant and delicate, clumsy and playful, written by a child’s hand, or copying the handwriting of famous personalities. They give a lot of room for imagination but are not suitable for strict, classic logos.
They attract attention at first sight but, at the same time, carry a strictly defined message. Unique, unusual, original fonts are not always easy to read. You need to test very carefully how the logo using them will look on different backgrounds, different sizes, in digital and printed form.
If you decide to use two fonts in the logo, one is decorative; then the second must be strict and concise. Two decorative fonts together are too much.
When choosing a font, keep the following in mind:
- The mission of the company. The font must match the goods or services. Choose not what you like but what reflects the brand’s essence.
- Target audience. Are they housewives, prosperous businessmen, pensioners, young mothers, teenagers, athletes, or gourmets? Or should everyone like your company at the same time?
- Context. Where will you place the logo? On signs, luminous outdoor advertising, posters, business cards, menus? Or will he show off only on the website and pages of social networks?
- Readability. A word written in a frilly decorative font may be perfectly readable on a computer screen but utterly unreadable on a small smartphone screen. Keep in mind that not everyone has 100% vision. Try playing with letter spacing and lettering if you need to use a particular font. So, in the same typeface, bold Bold and Black are always more readable than Italic.
- Don’t get carried away with decorative fonts! Do not sacrifice convenience and versatility for the sake of originality and exoticism.
So, we have told you how to choose the right font for your logo. We hope that our advice will be helpful to you. Good luck!
Read also: 12 Powerful Digital Marketing Strategies