The choice of font for your logo is so important because there are so many different meanings that can be conveyed simply through typography. You can say that there is a definite font perfect for each situation, but it can be difficult for you to properly let your logo designer know which font that would be since these descriptions are usually hard to put into words. In most cases, the designer will simply use his best judgment for such choices, but you could be more helpful if you knew the basics about fonts. This is a quick rundown that will guide you through the three main categories of fonts: Serif, Sans Serif and Hand-drawn or Script.
This is the oldest kind of font that has been in use since the Latin alphabet. The serif itself represents a little detail that is placed at the end of letters. Originally, that little flick was created by the flare of the brush marks when writing on parchments, but it became popular and remained in use for centuries.
Nowadays, serif fonts are considered to be a little old fashioned. That is why they are usually used in industries that want to convey tradition such as books, print media and other traditional professions. They also are useful in the food industry for restaurants that want to symbolize traditional cooking. Some of the more common serif fonts you are likely to recognize include Times New Roman and Georgia.
- Sans Serif
These are the opposite of serif fonts and lack the little flick at the end of letters. Therefore they are much popular with logo designers right now because they look modern. These are also the predominant fonts used for most text found online. Unlike serif, this is a much newer type of font, appearing in the 1950s. It was meant to represent professionalism and modernity thanks to its clean lines.. Common sans serif fonts you might know include Helvetica, Arial and Verdana.
These represent another common font type that is much more personalized so it can be used to create a more original logo. Hand-drawn fonts are especially useful for use in logos for handmade products as the association between the two is very clear. Script, on the other hand, works best for logos that have a very artistic nature. Some research might indicate that women respond to hand-drawn logos better than men so this could be a useful tip if your business is targeted at women. These kinds of fonts are not widely used apart from design, but some of the more popular choices include Lucida Handwriting and Brush Script.
These are the most popular fonts, but they are by no means the only ones. Do not think that a font is not right for you just because it is not widely used. Each font has a situation for which it is perfect for. Some become more popular because they fit a much wider array of situations. On the other hand, there are those that are very bad in most situations such as Comic Sans which a lot of people find quite annoying. That is why choosing the wrong font can completely ruin your logo, so this is a decision that must be made very carefully.