Choosing the Perfect Logotype


If you’re a designer you should know that most logos are composed of two main elements, the symbol or emblem and the logotype (a single piece of type). There are some logos that only consist of a font to visually represent a company. When crafting a logo most designers choose the logotype after creating the symbol. This is done because its easier to compliment the symbol after its constructed. But what about the logos that don’t have a symbol? Lots of big brands like Coca-Cola, IBM, and Google create their logos with just type. Logos like these make logo development seem easy to an outsider. But deciding which font a company should use is really difficult, especially in a digital world with an infinite amount of typefaces. Here is a simple guide to start with when you’re choosing the right typeface for your company’s logo.
Times new roman type

*Useful throughout everyone’s school career, preferably used at 12pt- Times New Roman

Serif– Serif fonts can be distinguished by the small lines at the end of a letters stroke. These lines can be found at the top of the letter as well as the bottom. A serif font has a formal feel which is why its described as traditional, classy, and professional. Businesses that use these fonts are usually banks, law firms etc.
Helvetica Font

*Superlative design award for “most reliable”- Helvetica


Sans Serif– It may be hard for some people to differentiate or remember the difference between Sans Serif and Serif fonts. Sans Serif fonts do not have small lines at the end of a letters stroke, hence the word “sans” which in french means “without”. A Sans Serif font is an informal font that is friendlier and more inviting than serif fonts. Sans serif fonts are modern and are used more often in the world of branding and logo design.


Bickham script MM font

*The essence of formal but fashionable- Bickham Script MM


Script– The word Script is defined as ” something written”. The characters in script fonts look handwritten instead of printed which makes this typeface easy to recognize. Most people classify script fonts as cursive writing because of the natural flowing strokes that join characters together. Script fonts are elegant fonts that correspond well with luxurious brands.


Acknowledging the characteristics of each typeface should shorten the process of searching for the proper font.


If you’re still not satisfied with a free or purchased font you can always create your own logotype or tweak an already made font to meet your needs. This can come in handy when your trying to create something that’s completely original.


There are hundreds of thousands of fonts to choose from. Being able to think about your business, and the message it wants to convey before diving into these fonts will help narrow down your choices. It’s also a good idea to pay attention to the brands that you see, and think about how their logotypes make you feel. This will help you make those connections with the brand you are designing for.


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About Fred Schall

Fred Schall is the co-founder of Schall Creative. He has been designing and developing websites since 1997. You can find him on Twitter @mrfredschall.