How To Choose The Best Font For A Business Logo

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
I write Conversion Insider newsletter.

Have you worked hard on business logo designs, but they didn’t come out as you expected? Despite your best efforts, something about your logos is not clicking? Then perhaps you are not choosing the best font for your business logo.

Logo fonts are often neglected or overshadowed for presumably more important aspects of the logo design, such as colors, icons, or styles. But if your logo includes words, selecting the right typography should be on your top priorities list. Skipping this step or leaving it for the last minute can compromise the overall feel of your brand logo.

Choosing the right typography at the beginning of the project sets you off to a great start, paving the way to a highly recognizable and engaging company logo.

In this article, I’ll share the top 4 business fonts for logos my Los Angeles web design agency uses and what feeling they evoke. You’ll also learn how to choose the right font for your project and when it’s ok to step aside from conventional font types and let creativity take over.

Table of Contents:
Best font for business logo

Best 4 Fonts To Design Business Logos

Typography is a powerful tool; it holds the power to convert your brand story, personality, and core values. It shapes the way your target audience perceives your company and how they behave towards it.

Different typography evokes different feelings, making the logo font selection not an easy task. However, despite the wide range of fonts available out there, the best fonts for business logos fall under 4 categories:

Serif Logo Fonts

Serif logo fonts

Serif fonts include any font type that has serifs—small decorative lines or pen strokes at the end of each letter. These decorative lines convey a sense of tradition, authority, and elegance, making serif logo fonts the preferred choice for luxury website design and prestigious brands such as The New York Times and Rolex.

Serif fonts have a professional vibe that suggests the weight of experience and reputation. Hence, they are widely used among law businesses’ logos and make an excellent financial font.

If your brand is known for tradition and sophistication, and you want the logo to evoke trust and reliability, this typeface is the right one. Some good serif logo fonts include Times New Roman, Garamond, Didot, and Slab Serif.

Sans Serif Logo Fonts

Sans Serif logo fonts

Sans serif fonts are typefaces without the little strokes hanging from the end of the letters, aka serifs. The majority of the biggest companies worldwide use this font style, which works well for almost any business logo.

By losing the decorative strokes, sans serif fonts have a more polished and minimalist appearance. making them ideal for modern clean logo design. They are often used for tech logos or innovative companies, startups, and fashion brands, such as Google, Facebook, Nike, and Vogue.

Their clean and simple design allows for sans serif font combinations with other typeface styles to create unique business logos. Some examples of this font include Helvetica, Futura, Frutiger, and Kerning.

Script Logo Fonts

Script logo fonts

Script fonts are typefaces with ornaments and loops at the end of each letter. These flourishes resemble handwriting and brush strokes, which add a touch of elegance and personalization to business logo fonts.

The most common scrip logo typography are cursive fonts that communicate feelings of formality and luxury and work great for hand drawn logos. While this font style is perfect for exuding your elegant brand personality, it can be more challenging to read. When using cursive script font, always ensure you prioritize readability.

Script logo fonts are often used by luxury, fashion, and creative brands, including Cartier, Cadillac, Disney, and Coca-Cola. Some nice scrip font examples are Great Vives, Pacifico, and Brush Script.

Display Logo Fonts

Display logo font example

Display logo fonts are decorative typefaces that stand out from conventional fonts. They enable you to unleash your creativity to communicate your brand personality and grab your audience’s attention at first glance.

When talking about display fonts, I mean geometrical, futuristic, experimental, and retro font design. They often include an intricate design that sets them apart from other fonts and makes them perfect for brands looking to showcase their unique identity. Lego, Fanta, and Harley Davidson are brands that use decorative fonts to display their creativity and personality.

Despite their many benefits, I recommend you use display business fonts sparingly. Make it the main element of your logo design, but don’t combine it with other typefaces, and avoid adding excessive extra elements; it could make your logo distracting and confusing.

Use display typography minimally to create eye-catching business logos with fotns such as Broadway, Impact, and Raleway.

Tips To Select The Best Font For Business Logo

Now you know the most used fotns for business logo design, but how can you pick the best font for your business logo?

It may not be easy to figure out which font best suits a brand’s identity just by going through the most common fonts. And making a random choice is never a good idea — the importance of typography in web design and logos is too great to leave to chance.

Lucky, by considering the following aspects, you will be able to determine if a font is a winner or a pass:

Your Logo Font Must Match Your Brand Identity

The first and most crucial aspect to consider is the brand personality. Your logo is the most important element of your branding and is meant to convey your brand story, values, mission, and main message. A logo is supposed to be an element of recognition that users immediately associate with your business and, most importantly, how your business makes them feel. Typography has the power to translate all those things into your logo design.

If you have already determined your brand image, then you are one step ahead. If not, I advise you to start working on building a solid brand identity – it will streamline every branding and marketing step moving forward.

The font that most clearly translates your brand identity is likely the best font for your business logo. You can explore the 2024 font trends to draw inspiration and check if any of these burning fonts match your brand image.

How Does Your Target Audience Perceive Different Fonts?

After defining your brand image, you must continue with your target market. You must learn about your audience’s needs, pain points, desires, likes, and dislikes to target your logo font to their unique requirements.

Let me explain this with an example. A maximalist logo with an over-the-top decorative font is a powerful tool for awakening users’ interest and generating brand recognition. However, if you are working with a minimalist fashion brand, that logo won’t resonate with its target audience, and it’ll lose all its power.

Conduct research on your ideal audience, learning how they perceive different fonts and which one better conveys the emotion the logo is meant to express.

Never Leave Legibility Out Of Your Sight

It may seem redundant to say it, but your business logo must be legible. In the frenzy of creating a unique logo design, sometimes designers go too deep into the creative process and lose sight of what matters the most: that users clearly understand the logo and its meaning.

When you decide to include the brand name on the logo, legibility becomes the norm, which should guide the entire design process, from font choices to color palettes and contrasts.

Test Your Logo Font for Scalability

Font scalability example

Along with legibility comes responsiveness, another rule the best font for business logos tends to follow.

It’s likely that a company will use its logo to market its brand across several media, digital and print. From business cards to billboards to social media and eCommerce stores, does your logo font adapt well to different printed materials and screen sizes?

A logo font that remains visually appealing and doesn’t lose quality when scaled up or down ensures branding consistency and enhanced user experience across all marketing materials.

Minimalism Is Key

A good rule of thumb when picking your logo font is to keep it simple. If you look at some of the most iconic business logos of all time—I mentioned some of them in this article: Nike, Disney, Coca-Cola, Rolex—they are incredibly minimalist.

I recommend you stick to one or two business logo fonts. Overcomplicated logos with unnecessary flourishes and elements can cause clutter, compromising scalability and making it less memorable. Only use decorative fotns when they really represent your brand identity, and even so, use them sparingly. When it comes to logo fonts, minimalism is key.

Strive For Timelessness

Your logo will be the main emblem for your brand for many years; you want it to pass the test of time.

Avoid trendy fonts that are only relevant for a short period. Instead, opt for timeless fonts that remain impactful even for the years to come. That will save the brand time and money by preventing future rebranding efforts.

It’s Your Turn To Create A Memorable Business Logo

The logo font implies a trademark that will accompany your brand for the long run or until you decide to rebrand. How can you know you are making the right font choice?

Choosing the font for a business logo can be daunting—I feel you. Thankfully, there are several ways to ensure you get that vital decision right.

You can start by using this article as a guide; go through every tip and carefully asses your brand, audience, and the fonts you think could be a fit. Once you find the best font for your business logo, you can create an emblem that translates your brand’s essence and encourages customer engagement and loyalty.


Fresh inspiration is a fingertip away,
Download Our Portfolio.

Download Our Portfolio