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THE 4 JOBS Of YOUR LOGO FONT | Part Two

December 22, 2017

THE 4 JOBS Of YOUR LOGO FONT | Part Two

3. TO MAKE YOUR BUSINESS NAME LOOK GOOD

Choose a font that includes good letter shapes for all the letters in your business name. For example, some lower case Gs look pretty funky — so if your business name includes a G, you may want to stay away from fonts that include strange Gs like the one on the right.

Also, if you have a long business name, consider using a lighter font so that your business name doesn’t dominate the entire logo — you want the font to balance with the icon.

4. TO SUPPORT YOUR BRAND DEFINITION

This is your font’s last job, and it can be done in different ways in your logo, depending on how much of your brand story is told by your logo icon. If you’ve told most of your story with the icon, then all the font needs to do is support that.

When a logo icon is clean and modern looking, because the personality of the business is cutting-edge. When paired with a modern, bold font, the logo’s meaning is reinforced. If the design had used a traditional serif font, it would contradict and weaken the icon, and not reinforce it’s modern cutting-edge identity.

If there’s still a bit of your story to be told, then a contrasting logo font can help reveal the rest of your brand. The creative consultant can also show that she/he could be both highly creative and artistic as well as business savvy. The selection of the best matched font brought an otherwise eclectic logo back down to earth. If the designer chosen a more artsy font — the seriousness about the business (and their clients’ businesses) would not have been communicated as clearly.

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