Your logo is the face of your brand. And just like you want your face to look its best, your logo must represent the best of your brand in order to make a good—and lasting—impression. The best brand designers understand the power of font in logo design, and today, the brand designers of How to Build a Brand are divulging the secrets to choosing a memorable and meaningful font for your brand logo.

Logo Font Wisdom, from Professional Brand Designers

The font that you will choose for your brand logo could be considered one of the finer details of brand design; however, this often-overlooked element can make a tremendous difference in how your logo is perceived. Not only will the right logo font capture positive and valuable attention, it will support your brand’s message and elicit the emotions necessary for brand bonding.

The font matters that much?

This may be a question you’re asking, and it is a valid one. Too many logos lack that certain something, and it’s largely due to a lack of understanding regarding the power of fonts. You see, a font speaks to the subconscious of its viewers, and points toward (and supports) a brand’s core values, the type of service that can be expected, and the vision and mission of the brand. If a font is all wrong for a brand, that brand’s ideal clients will feel a disconnect—even if they can’t pinpoint why…and that’s no way to start a loyal brand relationship. In short, the right logo font can mean the difference between perceptions of authenticity and mockery…expertise and amateurish business practices.

Yes, it matters that much. When you choose a logo font, you are choosing the nonverbal voice with which you will speak to potential clients.

Here are some snippets of wisdom from the brand designers at How to Build a Brand, for choosing the right logo font and case:

  • Straight lines and sharp corners convey simplicity and a no-nonsense approach.
  • The curvy lines of script fonts can speak of elegance, enchantment, delight, casualness, and a free-spirited nature.
  • All UPPERCASE letters can either speak of authority and leadership or, if used in a handwritten manner, youth and inexperience.


  • All lowercase letters generally indicate humility and an easy approach.
  • Mixed Uppercase and Lowercase letters lend feelings of conventionalism and a traditionalist approach.
  • Serif fonts (those with small perpendicular lines at the end of every stroke) lend feelings of professionalism and conformity.
  • San Serif fonts (those without the lines at the end of every stroke) are more casual, contemporary, and orderly.
  • Script fonts convey feelings of luxuriousness, sophistication, and tailored experiences.
  • Handwritten fonts speak of a strong human element, and tend to be inviting, creative, and warm with a personal touch.

Beyond font and case, there are some other, more general pieces of advice our brand designers would like to offer:

  • Keep it easy-to-read. If a viewer finds your logo difficult to read, he or she will make the assumption that other interactions with your brand will be a struggle. Human nature tells us that people are rarely ‘difficult’ in only one realm. Even if this viewer pursues your brand, he or she will be tentative…reluctant to commit their loyalty.
  • Steer clear of trendy fonts. Not only will a trendy font make your brand seem outdated just a few years from now, it will cost your brand additional funds to redesign and it will tell onlookers that your brand isn’t in it ‘for the long haul.’
  • Mix it up if that complements your brand. Words in your logo and tagline can appear in different fonts, as long as those fonts complement each other in some way and they both represent a facet of your brand.
  • Be unique. Choosing a standard word processing font will suck the life out of your USP (Unique Selling Proposition) and could cause your brand to be associated with others that have used the same font.
  • Be bold. There are different degrees of boldness in font, for sure; however, brand designers always advise steering away from ornate, fine, and flowery fonts. There are too many reproduction and printing variables for these ornamental-type fonts to appear consistently.
  • Pay attention to scaling. How wide or how tall you stretch letters in your logo font can send messages of height, width, and all the implications that go with them—take them in, and then put the right one out.
  • Make wise spacing choices. Running a tight ship? Or leaving free space for creativity? Show these types of things with spacing between letters and lines, for more nonverbal power.

In conclusion, our brand designers recommend that you make every font, case, and visual element logo decision with purpose. No feature should exist without a driven decision behind it. Stick to this, and your logo will represent your brand with accuracy and memorability.

For further visual brand identity help or advice from expert brand designers, please get in touch with us on [email protected] and get your daily branding tips by subscribing to our YouTube channel at

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