If you know the meaning of a logo in representing a brand, then you probably understand the role of the font in the transmission of the message. Therefore, choosing the right font for the logo always makes the designers have to weigh and measure a lot.
Basic fonts and their meanings
Different fonts will connect to different attributes and represent distinct personalities. Your future customers looking at the logo and the lettering on it will make assumptions about the nature of the business or item you trade. That means the logo will be the place to convey the brand message to the first customer and the way the font is used is extremely important, they need to be carefully selected and lasting.
Currently, there are hundreds of thousands of fonts being used in the world, however, in short, we have the following basic and popular fonts:
- Serif: expressing the classic, luxurious, traditional.
- Sans-Serif: modern, clean, slightly geometric, simple
- Slab Serifs: the classic, rustic, masculine
- Script: flair, femininity, application decoration, elegant
- Handwritten: personal impression, casual, close
- Display: pleasure, novelty
The thickness of the stroke and the applicability
To assess whether a font is suitable for the brand or not, apart from the aesthetic and the connection with the aforementioned characteristics, the designer also needs to seriously consider the thickness of the handwriting and the ability. flexibility of the logo when applied on many different publications.
Most fonts have variations, thick or thin strokes, the surface of the stroke color or transparency, the distance between the letters near or far … Usually, the thick font will fit The brand name is concise, fewer characters than the brand name long because it will make the logo become heavy and bulky. Thin fonts will be great for long brand names when shown on advertising signs but can “disappear” when printing on business cards because the font size is too small. Moreover, if viewed from the perspective of connecting with the personality, while thick strokes represent assertiveness, strong thin strokes exhibit sophistication and lightness.
Besides, the designer can also create accents for the logo by making a little break with the familiar fonts. It is even possible to combine more than one font on the same logo as the design of The Fields restaurant below. The combination of classic and soft upper handwriting with a definitive and modern handwriting underneath has created an extremely harmonious and interesting feeling.
A little more about applicability, professional logo designers often spend a lot of time looking at every case of using the logo when printing, combining and especially abbreviations. If the brand is called Sally’s Salon, you need to find a font that even in the shortened version of “S’sS” still has to look good before you apply for copyright.
Compatibility between fonts and categories
Another important consideration when choosing a font for a logo is not only how you want it to look like but also how you want the entire logo to be felt. This has implications for the brand’s business or industry. A rudimentary vibe that might suit a mechanical shop will become lost on the software company logo. Therefore, before putting a pen to sketch a logo, designers need to study the expectations, preferences, and general characteristics of consumers in that industry to find the appropriate font.
At the same time, be wary of fonts that have been used too much even though it’s a safe choice for you. An example of this is the classic Slab Serif font that is so popular among beer brands that they make the logos less prominent and gradually fade among hundreds of similar beer brands. self. The same goes for Sans-serif fonts, which appear to appear in almost every tech company logo in the world today and sometimes cause reverse effects. Although you know that each industry, product or service has one or several specific typefaces and is used everywhere, however, to bring novelty and impress customers and designers. need to practice to reach the level of keeping the common of the business field, while making a difference with all its “competitors”.
Combine multiple fonts in one logo
First of all, never use more than two or three fonts in a logo. A good design must maintain the visual hierarchy so that the eyes understand the important order of what is presented on a design.
Typically, a logo is a combination of text and logos, sometimes including the establishment year, slogan or place of business. Therefore, the brand name will be the most prominent design in a separate font, accounting for the largest design area, located at the highest level of the visual hierarchy. The rest of the year, the slogan, the place of business should be designed in a different font, with a neat design and smaller size, such as sans-serifs and serifs, for example. These two fonts are easy to read, ensuring that potential customers are still attracted to the main brand name but do not overlook the surrounding information.
However, it is not always necessary for a logo to have the perfect combination of fonts, especially for small businesses or businesses that prefer customers to remember the brand name rather than a logo that looks good. How beautiful. Therefore, in these cases, the designer can style wordmark logos using basic fonts and minimal design so that the customer doesn’t get distracted by the image and only focuses on remembering the product name / trademark. Buff, Google, Visa are the companies pursuing such wordmark logo.
Another element in logo design that needs attention is the compatibility between the logomark (the image in the logo) and the typefaces used. If the logomark shows femininity with soft brushstrokes, the stroke should be of equal thickness. Or if logomark is a highly detailed image then you need a very simple font to balance. Looking at the logos of Torchlight Studios and Lightpath below, you will see that the thickness of the strokes and the thickness of the strokes are completely compatible with each other, just like the brand name is shown visually, clearly, opposite In response to the logomark the light is on and the figure is meditating in a relatively complex leaf circle.
Other design techniques to keep in mind
Firstly, so that a logo can be read from a distance, designers need to consider using a single font and enlarging the size as much as possible. Also, make space between letters to make it easier for customers to read letters remotely. Sans serifs are considered as one of the fonts that perform this task very well.
Next, if the company’s main marketing market is digital media, online social networks, logo designers need to choose fonts that are optimized for the website and logo sizes from small to super small. This makes the logo look great whether it’s on a computer screen or on a mobile phone.
In addition, companies often ask logo designers to create different color versions on the same logo to increase applicability. Therefore, to create a complete logo, the designer should test the logo with different colors, on many different backgrounds, especially white ones.
If you plan to use a font, always make sure you have a license to use it on your logo. Some typefaces are licensed for personal and non-commercial use only so check to make sure you do not infringe any copyrights. For example, if you run a website that sells books, you could be in big trouble if the font you choose for the logo looks too similar to the font Amazon is using.
Finally, keep in mind that you are a designer and you have the ability to turn a normal font into a unique typeface. By adjusting some straight lines or adding details to the letters, you can have your own typeface.
A logo of more than a thousand advertising words
As you can see, each font has its own unique effect on specific objects, in specific circumstances. When users see your logo and brand, they will be able to immediately associate your goals, products / services, business personality without reading an introduction. Therefore, a successful logo is a logo that can replace tens of thousands of advertising words and fonts is a prerequisite to help businesses convey the message in the most direct and attractive way.
Editing and translation: Thuy Van