A logo has to work at every size and last for years, so the font carries a lot of weight. Rather than chasing trends, look for typefaces with the qualities that make logos succeed.
Qualities of a strong logo font
- Distinctive but not gimmicky, so the mark feels original and ages well.
- Legible at tiny sizes such as a favicon and on large signage.
- Balanced letter spacing that you can fine tune by hand.
- A clear personality that matches the brand.
Categories that tend to work
Clean sans serif fonts suit modern and technical brands. Refined serifs suit heritage and premium brands. A carefully chosen display or script font can make a memorable mark when the brand calls for character. Whatever you choose, confirm the license allows commercial use before you build a brand on it.
License terms vary from one font to another. Always review the license included with a specific font before using it, especially for commercial work.