Tips to Select the Correct Font for Your Business Logo

The font of a logo is how you want your business to be showcased to the world. It is vey similar to what you say and how you present that saying. A sarcastic tone differentiates the meaning of a sentence from a cordial tone. A font is like the tone of your company logo. If you want your business logo to have a distinct tone of its own, you should avail the services of a logo design company. An organization that takes the responsibility of designing a logo for your company employs an expert who acts as a logo design guide. He will mentor you in your endeavour to impart a voice to your business.

The world of fonts can be mainly divided into 4 categories. They are sans serif, serif, script and handwriting.

Sans Serif:

This font renders a straightforward tone. The French meaning of ‘sans’, is without. The absence of lines at the end of the strokes renders it a modern look. Since they are easier to read on a screen, the most frequent use of sans serif font is in technical documents and texts in websites. The use of this font in Citigroup projects approachability.

Serif:

Being a traditional font, it displays a strong and professional appearance. Each stroke is accompanied by a line at the end. These lines make the writing easier to decipher. Serif font is mostly used in newspapers and magazines. A very common serif font is Times New Roman. Unlike sans serif they appear to be a sign of continuity. For example, the use of serif font in the logo of HSBC portrays a trustworthy character.

Script:

Script font has a touch of luxury to it. It has a royal appearance. For example, Von Dutch uses script typeface that renders a royally masculine look to their logo.

Handwriting:

This category of typeface provides a warm and humane look to the logo. It has a dash of personal touch to it.
For choosing a font, you have to decide what you want the logo to say about your business. Accordingly, you can ask a logo design guide to select a typeface for your company logo.

Let us take a look at the logo design guide below, so that the importance of font in a logo becomes clear.

How do some companies it?

There are many companies that use fonts in such a way, that the logo talks of the products they sell. Some logos are written in a curly way. This kind of a font renders a casual and happy go lucky attitude. It means the products are meant to be had in casual times. For example, Coca Cola has a curled handwriting, thus presenting a casual tone.

Are they contrasting or matching?

Two separate elements of design can look interesting only when they either match or are completely opposite to each other. From the above statement, we can deduce that two fonts can render a remarkable appearance when they are either matching each other or are interestingly different.
Make sure that you do not ask the logo designing company to make a logo with two separate fonts, but, which look similar. For example, you want the logo of your company to advertise a sub brand.

Let us suppose that the name of your company is ‘Healthy Diet’ and it is a health drink company. Now, you have launched a sub brand ‘For Kids’. The font used in ‘Healthy Diet’ has a professional yet welcoming tone, but if the font for ‘For Kids’ is similar. i.e., professional, then it will not render the exact message. But, if the sub brand is written in a casual and uneven font, such as Jokerman, then it will attract children and they would want to have the health drink.

However, if your logo design guide suggests you that there is no hard and fast rule that you have to use two fonts, then you can opt for only one font. If, you can differentiate two words by using weights like bold and regular and styles like italics and condensed then you probably do not need separate fonts.

Try new typefaces:

Most of the times; logo designers use known typefaces. They feel safe because they know what the font indicates. However, with changing times the preference of people change and trying out new font types is worth an effort. There is a chest full of fonts waiting to be used. A logo designer has ample opportunity to utilize any one of his choices to render an individualistic tone to a logo. However, there are very few designers who use untried fonts and the one who uses an unconventional typeface is an adept and skilful person.

Ask your logo design guide about importance of spacing, case and scaling:

Space:

In general sense, a logo with low spacing suggests that the service provided by a company is punctual and without gaps. The FedEx logo is example of a compact logo.

Case:

The case used in a logo, signifies the specific message that is being conveyed to the customers. However, remember that a logo written in upper case does not signify that a company gives strong service and other organizations with lower case logos provide low quality service. A very good example for upper case and lower case font are HSBC and Citigroup logos respectively.

Scale:

Scaling refers to the width of a letter in a font. Mostly, a regular scale is preferred by designers. But, in certain cases the letters are either made too narrow or too wide to render it a distinctive style. GAP can be cited as a specimen.
The font of a logo is very important in deciding the brand message. How, you want your organization to be displayed to the world depends to a large extent on the font you use in your logo. But, your logo design guide will inform you that it is not the one and only thing that ensures a company’s success. Two other important things that are used by businessmen to make their logos attractive are image and colour.
If you want to know more about fonts in your business logo, then go to a logo designing company where connoisseurs of design are going to provide you with information that will increase the visibility of your business among target customers.

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