‘Hey, that’s me! And I have something to offer!’ – this is the most common message that the name and the slogan of the company transmit to the customers. Furthermore, this method of communication is more affordable than trying to address them by using the psychology of colours or figurative signs on the icon.

We can remember creative yet not really complex names of the companies and businesses faster than others. Our memory is created in such a way that allows remembering high-quality slogans and motto, which cling like a limpet to the tongue and become new proverbs and sayings.

Just try to recall those popular slogans from advertising, which you repeat once in a while. In other words, the caption or the text is one of the key elements of branding, and one needs to pay a lot of attention to create the proper visual appearance. So, now we are going to talk only about typography.

Types of fonts

No doubt, you can easily choose one of the available fonts for your logotype without reading long articles. However, you have a real chance to make a terrible mistake with the style, the level of readability, and, eventually, the applicability of the font. That’s why it’s highly recommended to examine all the aspects and features of the corporate style in order to discover its full potential and use all the benefits for the company.

Anatomy of fonts

In general, all the fonts created by humanity can be divided into four groups according to their anatomy:

Serif – fonts with strokes

These fonts are directly related to classics and traditions. They are the best choice for office companies, especially ones working in the field of law and legal services. One shall use Serif fonts to highlight such aspects and features of your business as reliability, quality, and authority.

  • Key advantages: average readability and aesthetic appeal.
  • Disadvantages: such a conservative style is not always appropriate.
  • Examples: Times New Roman, Trajan, Baskerville, Georgia Italic.
Serif - Fonts with Strokes

Sans serif – fonts without strokes

These are mainly simple fonts, which offer a really wide range of usage and application: from eatery to the operating systems. If you want to highlight the loyal and friendly approach of the company, Sans serif is going to be the best choice for your logotype.

  • Key advantages: good readability and great combinability with other fonts.
  • Disadvantages: they can look boring in comparison with other decorative fonts.
  • Examples: Arial, Geneva, Helvetica, Lucida Sans, Trebuchet, Verdana.
Sans serif - fonts without strokes (Arial, Geneva, Helvetica, Lucida Sans)

Script – cursive or handwritten fonts

This option is the best if you are looking for something truly classic, luxurious and exquisite. Try to find a clear font from this group in order to show the importance and self-confidence of your business.

Key advantages: a wide choice of option and aesthetically appealing appearance.

Disadvantages: sometimes it has low readability and may not be an appropriate choice in some cases.

Examples: Bickham Script, Edwardian Script, Lavanderia.

Fonts -Script (Apple chacery, Busch script, Edwardian script, matura script)


These fonts are always in tune with the times. As a result, they are frequently used here and there. The key feature of these fonts is a simple and rounded geometry of the characters. By using such fonts in the logotype, one can make it fashionable, stylish and a bit futuristic.

  • Key advantages: stylish and clear fonts.
  • Disadvantages:  high level of popularity may decrease the overall level of ingenuity of your logotype.
  • Examples: Futura, ITC Avant Garde Extra Light
Modern fonts - Futura and Bauhaus

Display – jobbing fonts

In some cases, Display fonts can be not really clear because they are mostly decorative. As a result, this type of fonts is not really popular among the designers of logotypes and branding experts. However, a properly chosen font can become one of your advantages because Display fonts are highly expressive, thus they can easily transmit required emotions to the audience.

  • Key advantages: allow expressing required emotions with their unique appearance.
  • Disadvantages: in some cases, they can offer low readability and may not be appropriate.
  • Examples: Cooper, Spaceage Round, Valencia, Giddyup.
Jobbing fonts - Cooper and Giddyup
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10 of the most popular fonts for your logotype

1.   Brandon Grotesque

This family of fonts consists of 6 different styles. This wide geometrical font was created in 2010 and managed to become one of the most popular typographical elements for branding.

Fonts for logos - Brand identity for Stephenson by BP&O
Brand identity for Stephenson by BP&O.

2.   FF DIN

This font with rounded shapes is easy to read while being simple and stylish at the same time. As a result, designers often choose it for their work. The family of this font includes 20 different styles.

Fonts for logos - FF Din
Directv’s new logo uses FF DIN.

3.   Proxima Nova

This family of fonts can easily offer three different widths: Proxima Nova, Proxima Nova Condensed and Proxima Nova Extra Condensed, and each of them offer 16 different fonts.  This group offers a truly wide range of stylish and easy to use fonts for all cases.

Fonts for logos - Proxima Nova
Spotify’s logo uses Proxima Nova.

4.   Gilroy

20 fonts from this family have no strokes and offer a simple appearance and rounded geometry while being a trendy solution in the field of corporate style and branding.

Playfair and Gilroy for the tenth muse logo.
On this logo, Gilroy is the smaller sans serif font via Fonts in Use.

5.   Mont

This family of fonts offers 20 different options with the minimalistic style. It’s worth noting that Mont supports Cyrillic characters. This font looks simple, yet has its own features, e.g. a unique approach to the shape of ‘t’ letter.

Fonts for logos - Mont
Logo idea using Mont by Nikita Manko.

6.   Avenir Next

This is a new approach to timeless classics. The collection of these fonts consists of 32 styles, while each of them perfectly fits the needs of a designer, who wants to create a minimalistic yet appealing logotype.

Fonts for logos - Avenir next
The Aol logo was created with Avenir Next.

7.   Cera Pro

This option will be the perfect choice for the logotype if you need to offer something powerful and impressive. The font has 12 styles and supports Cyrillic characters.

Fonts for logos - Cera Pro
Examples of Cera Pro in use via TypeMates.

8.   Panton

All 34 styles offered within the Panton family feature their incredibly soft and smooth shapes. This font is one of the best options for the logotype due to its high readability as on the web, as well as in printed materials.

Panton font in use via dafontfree.io.

9.   TT Commons

This neat and light font attracts people with its simplicity. It has no decorative elements or strokes, and that’s made the font incredibly popular among the corporate style designers. At the same time, this font can be easily used in other fields.

Fonts for logos - TT Commons
TT Commons by TypeType was released in 2018.

10.     Museo Sans

This astonishing font without strokes is one of the best options for reading. The family of fonts consists only of 10 styles, but each of them supports C programming language and even Esperanto, as well as a wide choice of mathematical and other special characters.

Fonts for logos - Museo Sans
Example of Museo Sans being used in a logo via fontsinuse.com.

How to choose a font

These days, we are able to choose from an unlimited number of fonts, and each of them looks better than the previous one. As a result, one needs to avoid mistakes and choose the best option from the multiplicity of fonts.

10 rules of the proper font selection:

  1. Analyze the fonts of your competitors;
  2. Combine serif fonts with sans serif fonts (strokes + no strokes);
  3. Never use two almost similar fonts;
  4. At the same time, avoid using two clearly opposite fonts;
  5. Try to use the contrast of the chosen combination of fonts;
  6. Never use more than 2-3 fonts for the logotype;
  7. Fonts of various size from one family will always look interesting;
  8. Discover trends, but never ignore the classics;
  9. People are attracted to simple things, thus try to avoid using complex and hard to read fonts;
  10. Learn everything about your target audience;

The font is an element of the logotype

In addition to the corporate style and the icon, the font has to support the overall image of the company and be in line with the atmosphere. You may be sure that you have already found the best font, but you need to check it in real conditions before making the final decision. In order to make it, you can try to use online logotype creation tools, such as Logaster. This is the best and the most convenient way to check the appearance of the chosen fonts and assess the appeal of the chosen combination, as well as to understand the level of readability and the overall combination of the font, the name of the company and the slogan.

You need to act responsibly during the process of the logotype element choosing: examine all available aspects and consult with your friends before making a payment to a designer; don’t forget to create a logotype on your own using various online services in order to see the final result. We hope that your logotype will attract a lot of customers, while the slogan will become a popular saying.

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