The font can be either Serif or San Serif, it doesn't have to be a straight font logo please feel free to connect letters or make other florishes as long as the logo stays simple, elegant and classic. It should look like you have seen it a thousand times before when you look at it once. I have a beta site launched at http://www.ver-ge.com if you want to check out the vibe of what it will look like. Keep in mind the logo will be used like a regular magazine logo as we will be doing "digital" magazine covers on the site that will look like a normal magazine cover. Therefore the logo will have to work even when it is partially obstructed by a person's head in a photo. It would be a bonus if the font used was similar or matched a Google Web Font or another web font service. If you are doing a san-serif font I don't think rounded edges will work, I am looking for something crisp and sharp. I will look at rounded edges if you think you have created something extra special but do that as the throw it out there version not the main focus.