What to consider when putting fonts in logos
Fonts have impact in logo design. Beyond the usual notion that a logo is just an image representing the company, fonts come into play as well. But integrating logos into designs is not that simple as it may sound. It still involves technicality and needs a lot of thinking over before a selected font is used.
Fonts create an impression too, and if you mess that up, you might just spend more on redesigning. It gets counterproductive. Serif fonts (the ones with tails; i.e; Garamond, Times New Roman) are more formal, more rigid fonts that are great to establish a more professional aura; whereas sans serif (without tails; i.e. Arial, Calibri) fonts are less formal and may establish a younger, fresher vibe.
Apart from that, here are other things to consider when choosing fonts:
- Shapes and curves – In selecting a font, it is great to zoom in and see how the curves and shapes of the typeface look like. When zoomed in, it is easier to see that there are typefaces that have sharper curves or straighter appearances. There are also fonts that are round in shape. Some fonts create grungy feelings, or carved impressions, some even rustic. Rectangular logos or at least designs that involve a lot of quadrilaterals and corners do not sit well with round fonts. Circular logos do not go so well with sharp fonts as well. But there is always the option to customize the font, modify its typeface to suit the logo perfectly well. A lot of professionals can customize fonts for better fits in designs.
- Appropriateness – Is the font complementary to the design as a whole? This certain appropriateness between font and image is crucial. The font should go well with the background and go well with the main image of the logo too. Consider the look, the vibe, and the taste of the display alongside the demographics of your market. Another thing to do is to determine the overall impression you want to create, and with a clear goal of impression, you can simply modify the typefaces, adjust the image some more, and choose the perfect font for your logo design. Do not hesitate to adjust elements in your design just to create the perfect logo for your business. Brand identity will set you apart from the rest of the competition.
- Contrast – This provides emphasis wherever it is required. In graphic design, a striking contrast that will catch the attention of prospect clients would create a different feel, atmosphere, and emphasis to the overall design. This may be done through adjustments in spacing and adding/removing signs and other elements. For example, in a design with perpendicular square lines, straight, horizontal, and long typefaces may be used to establish contrast, making the design more striking.
- Readability – Regardless of what you do to adjust your design, if your market cannot read your logo, it becomes useless and ineffective. This is why testing the readability of the font you use in the logo is essential. You could test this by printing a small logo design and posting it on a wall. Walk back 5 to 8 steps, if you can’t read it from there, adjust the design. You could also do this in your computer. Just zoom it out and step back from the unit to check the readability.
Here, some font providing websites with their unique logos are as following: