How to Choose a Font for Your Company Logo


The saying goes “don’t judge a book by its cover,” but let’s be honest: most people do it anyway.

In fact, three-quarters of Americans report that the “look and feel” of a brand, meaning the graphic design quality, has a significant impact on how they feel about the brand itself.

And who can blame them? In today’s fast-paced market, first impressions are everything. Designing your company’s logo is all about figuring out what you want that first impression to look like.

Here’s how to choose a font that will help make your logo design stand out.

Establish Your Brand Identity

Your logo serves as the structural basis for your company’s brand. If your brand turns out to be successful, that design will go on everything from letterheads to business cards to stickers and T-shirts.

That said, your logo shouldn’t just look nice; it should also communicate something unique about your brand. This can be accomplished through the strategic use of graphic design, and, perhaps most effectively, through well-informed font selection.

Before you start looking at fonts, write down a few keywords or phrases to help guide you during the selection process.

Think about what kind of products or services you’re bringing to the table, as well as what kind of clients you’re hoping to attract. For example, the owner of a daycare center would probably want to choose a different font than the owner of a construction company.

Do you want people to see your company as sleek and modern or traditional and classic? Organic or refined? Youthful or mature? 

For many potential customers, your company’s logo will be the first thing they notice. The right font can tell them everything they need to know.

Types of Fonts

Take note of all the different fonts and logo designs you see in your everyday life. Which ones are the most effective? Which ones stick with you at the end of the day?

There are more than half a million fonts out there, and trying to pick just one or two to fit your company logo can be a daunting task.

To help narrow down your search, here are the five broad categories of font types and the meaning of each one.

  • Serif fonts are often used to suggest luxury and tradition; a good example of this would be the Mercedes-Benz logo
  • Sans serif fonts like the one Microsoft uses in its logo are all about being clean and modern
  • Script fonts, such as the one used for the Kellogg’s logo, are perceived as feminine and classic
  • Slab serif fonts, by contrast, appear more masculine and rugged — for proof, look no further than the Honda logo
  • Decorative fonts are quirky by nature and generally used by “fun” brands like Walt Disney and LEGO 

Choose a Font The Right Way 

You want your logo to be visually appealing, functional, and — most of all — memorable. Not only do you want to choose the right font; you want to use it in the right way.

Seventy-eight percent of Americans agree that logos should be regarded as “works of art.” With that in mind, why not go directly to the artists?

Whether you need help to choose a font or you’ve already got one in mind, it’s always best to consult with a trusted graphic design agency to make sure your logo makes the best impression possible. 

The Next Steps

Of course, running a successful business is about much more than just having a top-of-the-line logo. You’ve learned how to choose a font that will make a good first impression, but how do you keep your clients coming back? 

For more in-depth advice on things like executive plans, finance management, and marketing strategies that actually work, take a look at the high-quality articles on our business blog.