Crafting a logo concept doesn’t just mean ideating the image that’ll represent your brand. But the process of concept creation also involves any stylistic choice that will accompany the new brand identity. Lines, styles, mood and even fonts are fundamental components of a good logo concept. Fonts, in particular, are one of the most underestimated components of a brand board, yet they are such fundamental tools to position and represent the textual part of your logo and brand. But how to pick a font for a logo?
If you’re thinking “Well I’ll just use a couple of fonts I like”, you’re thinking wrong! Exactly as with your brand colors, you shouldn’t pick your brand fonts based on your personal preferences. Because fonts are powerful tools to support your business and help you communicate your message to the right kind of people. Pick them wrong, and you’d be harming your business instead.
Generally fonts can be categorized in:
Each of these macro categories can then be organized in more specific families.
In particular, serif fonts can be categorized in:
Sans serifs can be categorized in:
Besides the long list of typographical fonts, you could also choose script and calligraphy fonts for your logo and brand. Or even turn to custom hand-lettering for a completely unique result.
As you can see, the choice of a font instead of another can’t be rushed by any means. Instead when you pick a font for your logo and brand you should always consider a focused brand study first. Then pick your fonts based on their main features and styles.
As an example, a serif old-style could be a great choice for a wedding business with a classic, elegant, romantic style. A didone instead will be more appropriate for a luxury brand. A geometric sans serif could be a great choice for an architect or interior designer, while a humanist might be a great choice for a feminine creative business.
Fonts help you define the graphic style of your logo and brand. They should accompany you in each stylistic choice in the future, and therefore they should feel focused, grounded and consistent to your branding. To pick a font for a logo or brand, I highly recommend you trust a professional designer and a strong brand study to begin with. But I trust that knowing that each font style has a specific meaning, and that you should pick your brand fonts consciously, can help you feel more confident in the branding journey and in proposing your own ideas and vision!
A creative atelier curating brand and web designs for women-owned businesses.
I design and curate intentional brand designs and websites to cultivate your idea and bring your value out there.