A quick question, what is the basis of a good relationship? It’s simple, communication.

Communication is essential for every business. Whether you are a fresh startup trying to build a reputation in the business and marketing worlds or you run a recognized brand, without establishing stable relations with your targeted audience and potential business prospects, communication unlocks the doors to ultimate business success.

The importance of communication becomes quite evident when it comes to logo designing. Since the chief purpose of designing logos is to convey the complex messages in a simplified way. Where color psychology plays a pivotal role in giving an aesthetic touch to the logos, the association with different fonts and typefaces evokes powerful emotions and ideas.

Where choosing the right colors helps in incorporating an appealing look, the right font and typeface help in enhancing your brand’s personality. Whether you choose a sober and sophisticated typeface for a corporate business organization or a retro-contemporary and edgy typeface for a not-so-formal brand, fonts and typefaces are crucial for improving brand recognition.

For that, you need to have a clear idea about the characteristics and attributes of every available font before making any selection. Once you have fully grasped the qualities and features of those fonts, choose a font that best-fits with your brand values, and goes well with your business representation.

Choosing the right font and typeface is similar to choosing the right outfit for any event– you are never sure about your choice. Just as every outfit says a lot about your personality, fonts serve the same—a poor choice can leave a bad impact on your business personality. A poor font choice not only impacts communication; rather, it also ruins the visual appeal of the logo design. So to avoid any such case, let’s start with finding the right type and style for you.

Font Psychology: Your Type Says A Lot About You

Just as every color evoke a different emotion, the same goes with different font styles and typefaces. Every font style triggers a different reaction and response. If simply put, it’s not all about what you say; it’s more about how you say it, which makes all the difference to business communication. It all about searching and finalizing a typeface and font style that not only works well with your brand message, but it also weds well with the company’s values and culture.

Even if you have the made the right choices in iconography, color schemes, design layouts, and brand naming; one wrong font style not only leaves your entire design in ruins rather it demolishes your brand reputation.

With that being said, one of the worrying yet crucial question that many graphics and logo designers have to face is which typeface and font style to pick. The secret to that lies in the type of brand identity you are creating. Finding the right font style and typeface is one of the most crucial and demanding responsibilities of a designer. For instance, a bubbly and playful will be perfect for a party, not for a corporate brand—try doing that, and you will end up with zero projects. Let’s explore the psychological aspects of different font styles and how each style is linked with different attributes and emotions:

1. The Psychology Of Serif Font

Formal logo and serif font is a match made in heaven. This font style is perfect for business organizations and brands that are trying to create brand awareness and build brand recognition while promoting the brand’s credibility and reliability. Where these add class and value to your design, they help in portraying your business as an established brand.

The classical style integrates attributes of respect, trust, and grandeur. Often used for educational institutes and financial companies, some of the most commonly used serif font styles include Garamond, Georgia and Times New Roman.

2. The Psychology Of Slab Serif

Solidity, sureness, and self-assurance- the S’s of slab serif font. Considered as the sub-set of serif fonts, this font style has explicit slab sections. If you have a creative idea or an innovative product, use this font style to make a lasting impact on the market and niche industry.

One of the frequent and general users of this font style is car and technology brands. The best part about this font style is that it not only instills confidence and assurance; rather, it also demonstrates your creativity and innovativeness. Some of the most widely used slab serif font include Courier, Rockwell, and Museo.

3. The Psychology Of Sans Serif Font

Clean, chic, and captivating, are the three C’s that make sans serif one of the most high-in-demand font style. Integrating attributes like simplicity and directness while giving a no-nonsense attitude to your brand personality, this font style is ruling the realms of corporate and business logo designs.

Since it is free from distractions of decorative and distractive elements, the brand message is delivered with clarity and complete comprehensibility. The unaesthetic yet effective nature of this font style goes well with brands and companies which prefer design simplicity over logo aestheticism. Often used by clothing and technology companies, this font style is for brands and organization with a forward-thinking attitude and well-defined objectives and purpose. Some of the best sans serif include Arial, Helvetica and Century Gothic.

4. The Psychology Of Script Font

Femininity, finesse, and fanciness—the reasons behind the fond use of the script font style by numerous logo designers. All credits to the hand-written nature, this font style has a lot more panache to it than the simple serif counterpart. If gaining maximum customer attraction is what you aim for that script is the perfect font for you. From adding a personal feel to amplifying the design creativity, script font leaves a great impact on minds and memory of the potential business prospects.

The key to unlocking design excellence through script font comes with cautious use and careful selection. While this font style is aesthetic and elegant, a poor selection can affect the design understandability and readability. A few good script option include Lobster, Zapfino, and Lucida Script.

5. The Psychology Of Modern Font

Made to be simple, readable, and understandable, modern font usually varying transitions in strokes and letters. When it comes to using modern fonts in log design, it adds qualities like exclusivity, grace, and brilliance.

If readability, modernism, and stylish flare are the characteristics that you want in your brand identity, then this font style is the perfect choice for you. It’s excellent at driving the attention of modern business prospects. Some of the widely-used modern fonts include Matchbook, Politica, and Klavika.

6. The Psychology Of Decorative Font

Searching for design inspiration and creativity? Search no more! The unique yet customizable font style of the decorative font will surely put a halt to your quest. This font not only improves your brand’s personality; rather, it also makes your identity stand out from the crowd.

This font style goes well with businesses and brands of all types and categories as it conveys your brand personality with ease and effectiveness. Where it allows you to tweak and modify the font to fit your need, it makes sure that your business personality is demonstrated excellently. The best part about this font is that you can create your very own custom decorative font and typeface from scratch. Some of the best decorative fonts include Bombing, Gigi and Jokerman.

Considerations For Choosing The Right Font

Where font is the crucial component of logo designing, the significance of proper font selection cannot be neglected. A well-chosen font style not only reflects your true values; rather, it builds trust and reputation. When it comes to using the right font in your logo design, keep these factors and considerations in your mind:

Font Size

The size of your font determines the readability and legibility of the design; not every font can be scaled to 6 and 7 sizes. However, if you wish to use smaller font size, then follows these simple steps:

1. The font image should be clear and easy to interpret. Using revolutionary shapes and design elements might disrupt the clarity of the font style and logo design.
2. Use a reasonably weak contrast for fonts.
3. Stay clear of the serif font style if t you want smaller font sizes.
4. Make sure to remove every element which might become invisible while scaling down of logo.

Font Type

Your font selection depends significantly on its usage. One of the most common mistakes that numerous amateur logo designers make is that they use sans serif font for the main text, the merged letters of sans serif impact the readability of the text. Sans serif goes well with text with larger font size and increased spacing. Using sans serif for headers is the best way to benefit from this font style.

Serif typefaces offer more functionality and less expressiveness. However, make sure to keep the typeface simple—the simpler, the more legible. When it comes to decorative typefaces, make text readability your top preference, since beauty and elegance can sometimes be unfathomable. Use the same font typeface for headers and main text body.

Font Color

There’s no denying that color is the paramount aspect of logo designing. Stick by the following criteria when it comes to deciding the font color

1. Get a clear idea about color psychology.
2. The characteristics and business attributes should resonate well with the chosen color scheme.
3. Every design nuance like placing, mood, and personality should be considered before choosing any color scheme and palette.
4. Keep the background color and font color in contrast.
5. Highlighting doesn’t increase readability, choose one or two options, and highlight only the crucial parts of the text.
6. Don’t over-use capital letters.

Alignment

Don’t make the viewers and audience work for reading and aligning the text. Either ruse left alignment or center alignment since it increases the legibility of the text. The proper and well-thought-out choice of font sets the right mood for the readers. Avoid vertical positioning of lines since design geometry has emotional and psychological impacts on the readers and viewers.

Pro-Tips for Selecting the Best Font Option

There is no particular approach or method for selecting the right font style and typeface. Since font selection varies from project to project and each comes with a unique set of requirements, so understanding the intention of the project is crucial before starting the designing process.

Once you have determined the typeface and font style, make sure double-check the readability and legibility of the selected font typeface. You before you come with any font selection and typeface decision, use these professional tricks and techniques to make the right font choice:

Go for Simplicity

A cleaner and a readable font are not only easy to reproduce on various platforms and mediums; rather, it also easy to scale.

Keep an Eye on Your Competitors

You don’t have to copy the exact font that your potential business competitors are using rather all you have to do is to analyze their design strategy and come up with a unique and innovative solution.

Stay True To Your Brand Values

A font should add the recognition and memorability of the logo. Search for the font style that not only fits your brand values but suits your business type and category. Take the type of offered products and services, targeted audience, and attributes into consideration while choosing the font style.

Font Cluttering

When it comes to creating an exceptional logo design, all you have to do is to select a single font style. Using too many font styles not only disrupts the visual appeal of the design; rather, it also affects the legibility.

Trend Following

Where it is a good thing to stay updated with the current trends and developments, however using trendy might not provide you with promising results. Most of the design trends are fleeting in nature, and following a fickle fashion simply for the sake of looking upbeat and modern is not suggestible. Pick a font style that benefits you with a true reflection of brand values and culture.

Concluding Thoughts

In a world where the logo is the face of your brand and the first point of interaction and communication with your potential business prospects, you cannot disregard the pivotal role of font and typeface in logo designing. Have a clear understanding of the font psychology, the attributes that each font style offers and ways in which you can influence your potential customer with your font selection mean that you easily outcompete your competitors.