A typeface can make or break a logo design. With so many options available, it can be difficult to find the right one for the design you’re making. How do you know if the typeface you’ve selected fits in your design? Font choices are often overlooked by designers, but in reality, your selection of type is just as important as the design it supports.
Choosing a typeface is like choosing an outfit to wear for the day. Just like clothing, there are some distinctions between general styles of typefaces: serif or sans-serif, bold or light, script or display, simple or elegant. Lettering is very expressive and your selection of type based on these styles could convey the wrong message or the perfect message – depending on your choice.
You wouldn’t wear a suit or a dress to the gym, or gym clothes to a wedding, just as you wouldn’t select a playful font for a serious company, and vice versa. Choosing the correct typeface can really reinforce the theme and the message in your overall design.
There are a couple of things to ask yourself when choosing the right typeface:
- What kind of company are you designing for?
- What themes will this design communicate as a whole ?
- What vibe do you want to convey?
- Does the typeface match the overall design?
Here are some examples for choosing the correct typeface for a company. Let’s apply these questions to the examples to determine what the appropriate typeface is for each company:
A professional financial company
For a financial firm, you want to convey a vibe of trust. The top font is bold, but the rounded and more fun nature of it doesn’t display the professionalism that a financial company is looking for. The bottom font is simple, serifed, and elegant – showing that this is a confident and serious business. Professionalism and cleanliness for a serious company is key.
A tech company
The tech industry leans towards clean and bold fonts. The handwritten, thinner font doesn’t match the overall theme of the company or the image they’re trying to project. A bolder sans-serif font is more modern and better fits with the strong geometric design it accompanies.
A fun and light-hearted company
For a fun foodie company like this one for jam and jellies (Kangaroo = fun!), a more playful font will often work better than a serious font. Serif and other traditional looking fonts could make this company look bland and too serious. Light, round edges and a handwritten look are best for a company whose goal is to market to a youthful and playful audience.
Heres a useful chart to help guide you toward the right typeface:
In the end, you just have to remember: Don’t be that guy who wore gym clothes to a wedding.