How to Choose the Right Font for Your Logo Design
Most experts agree that selecting the right font is one of the most important things to get right when designing your logo. With the amount of fonts available numbering in the hundreds of thousands, it can help to have a criteria for narrowing your options. Although typography can be more mystifying than appears on the surface, there are ways that you can simplify your font selection process.
Once you understand that fonts have personalities and then identify what they are, you'll be able to choose the font that shares the personality you feel most represents your business. Whether you want your logo to tell your customers that your business is serious and sober, young and upbeat, or edgy and modern, there is a font out there waiting for you.
Describe the image you have of your brand
Before you even begin browsing through the fonts, you want to take a good look at your brand.
-- What is its image? Or, if the business is new, what do you want your image to be?
-- If you could pick three words to describe your brand, what would they be?
-- Who is your ideal customer?
The reason you want to go through the brand description exercise first is because no two businesses are going to have the same brand image. A corporate law firm will not choose the same font as a cosmetics company that sells to twenty-something young women. Getting this first step right will make the rest of the logo design process much easier.
Remember that the font that most perfectly embodies your brand's image will make a huge impact on the minds of your customers and could become iconic, if done right.
What fonts are your competitors using?
You always want to be aware of what your competition is doing. Not because you want to copy their style or steal their designs. If for no other reason, you want to know what they are doing so you can learn from their mistakes, see what they did right, and avoid any unintentional similarities.
You want to do everything you can to be as original as possible while still remaining true to your brand message. It's a good idea to purchase the font for your logo from a site designed for that purpose, rather than picking one of the fonts that comes installed with your word processing program. Those fonts have been used by too many other brands to be considered memorable.
Keep your font choice simple
Readability is very important when it comes to your logo. If potential customers have no idea what the name of your business is, they may pass on the idea of doing business with you altogether. You want your logo to look beautiful (or fun or funky, whatever you are going for) but that should always take second place among your considerations.
How will your chosen font look when viewed in different media?
Once you have narrowed your font choices down, you'll want to see how they look printed in a variety of ways; big, small, thumbnail size, etc. What will it look like printed on your letterhead? On the side of a van? Fifty feet tall and plastered on the side of a building? Fonts will change as they move up and down in size, whether they are printed on paper or translated into three-dimensional shapes and stuck on the side of a building. This can render some fonts unreadable or make them look unattractive.
It can be fun to play around with all the different fonts when coming up with your logo. You may find that typography actually gives you a lot more design freedom than you first thought. Typographic logos are often just as memorable -- and sometimes even more so -- as graphic logos.
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