What’s in a Font?

What’s in a Font?

by Karyn Insler, September 8, 2015

Whether you’re just starting off or rebranding an existing business, there are many factors to consider in choosing the right font for your logo.

Font factors

  • Does it look good?
  • Will it appeal to your audience?
  • Is it readable?
  • Will it convey the tone of your company and offerings?

What is your type?

At the most basic level, there are a few distinctions between general styles of typefaces: those with serifs, those without serifs, scripts and decorative styles. Fonts can also have many other classifications such as geometric, humanistic, transitional, formal, calligraphic, light, bold, condensed, italic, etc. All of these different font aesthetics can affect the mood of the text and convey specific characteristics of your brand. Choosing the right font can be the difference between saying something with sincerity or sarcasm, between sounding knowledgeable and unsure. Needless to say, it’s important to make sure you choose a font that lets your business speak with the voice it deserves and properly reflects the core values and services you offer.

Express yourself

Lettering is very expressive and the font you choose will go a long way in determining how your brand represents your company – but it won’t go all the way – you still have other important design decisions to make. As long as every decision is made with the purpose of reinforcing your brand message, you’ll find that your logo says not only what you want, but how you want.