A logo is the face of a brand. Often people associate a brand with its logo. We all know about the concept of colour psychology and how various shades can attract and hold onto your attention. However, one factor that we neglect the most is the font style. Choosing the correct typography for your brand logo design in the UK would help you to define the brand personality. Whether you choose an edgy or upbeat font or a serious or sober one, fonts can help you to create brand recognition.
Types of fonts commonly used in logos:
• Serif fonts:
If you consider the logo of Google, you will be able to understand how a serif font looks like. These are the classic fonts that are mostly used in print materials. The alphabets in the serif category have small lines at the end of each letter. These fonts are known as serifs as it gives them more character and improves legibility. A custom logo design in the UK that uses serif font looks pleasing to the eye and helps us distinguish from very large print to small print. The popular serif fonts are Baskerville, Garamond, and Minion Pro. Famous brands like Rolex, The New York Times, Gucci, and Tiffany use serif fonts in their logos.
• Sans Serif fonts:
These are the fonts whose letters have smooth edges and lack the feet of their serif counterparts. In short, serif is with a foot, whereas sans serif is without the foot. Another distinguishing feature is that they do not have a thick/thin transition in strokes. Sans serif fonts give a modern, sleek, and classy look to the brand unlike its traditional counterpart, Serif. The most popular sans serif fonts include Helvetica, Universe, and Futura. Helvetica is the most commonly used sans serif font and many brands like Microsoft and Panasonic have some kind of variation of that typeface in their logo.
• Script fonts:
Script fonts are a lot fancier than the serif counterparts, as the alphabets are in cursive writing. For instance, take the logo of Cadbury. The fonts are intended to provoke ideas of creativity and elegance. This font adds a personal touch to the name of the company and helps the brand to achieve the affinity of the customers. Brands that want to convey their creative side can use these fonts to represent history or experience. Brands like Instagram, Kellogg’s, and Coca-Cola also use this font to represent their brand name.
Therefore, if you are looking for a custom design in the UK, no typeface is perfect because that depends on the creative intelligence and purpose of the company. No matter what fonts you use, make sure that it matches your brand identity and the message you want to convey. Also, keep in mind that clarity and legibility are the drivers in a logo.
Author Bio: Hi, Olivia Ellis. I am a graphic designer and a professional blogger. My blogs focus on new trends in graphic designs.