Best Logo Fonts for Stunning Brand Identity Designs

Say you’ve quickly glanced at an ad with a logo in Times New Roman font. And because of its formal and traditional characteristics, you’d probably guess it’s a brand for a bank, university, or newspaper company.

Now, what if that logo used a modern, rounded font like Pacifico? Then, you'll assume it's a logo for a friendlier business like a cafe or a retail store. As trivial as it may seem, a font can be influential in tapping into our subconscious and affecting our emotions.

So, how can you select the perfect logo font to complement your brand identity? Well, first—you will need a good grasp of the fundamentals of fonts in typography.

With over 300 written languages worldwide, there are about half a million fonts out there. Despite having many options, picking one or two fonts for your logo design takes work. Begin by going through the different types of logo fonts plus examples.

1. Serif Font

Described as classic, authoritative, and sophisticated, you can always go right with serif fonts. Traditional industries like law firms, newspapers, and insurance are huge fans of the serif typeface for these very reasons. They have distinguished strokes or feet at the end of each corner, which doubles as a guide for the eyes when reading, too.

2. Sans Serif Font

Unlike serifs, sans serif fonts do not have strokes or feet. They have round corners with a simple, clean, and welcoming vibe. Suffice it to say, sans serif fonts break away from the conventional and allude to modernity.

It’s no wonder sans serif fonts have become a brand favorite! Businesses in fashion and tech often use them, and other organizations that want to look modern, young, and easy-going. Some examples of sans serif fonts include Helvetica, Arial, Roboto, and Monserrat.

3. Script Font

Does your business gravitate towards something fancy, elegant, and intricate? Then, it would help if you considered script fonts.

Script fonts are distinct for their ornamental and feminine designs. Some even mimic calligraphic letters commonly seen centuries ago and other cursive penmanship. Because of their creative look, they appeal to event firms, food-related businesses, and health and wellness centers.

4. Display Font

Display fonts are fonts that aim to catch attention. That said, they are bold and slightly eccentric yet legible.

Think of display fonts as the perfect marriage between sans Serif, Serif, and script fonts. They combine swirls, simple lines, and different text weights. They are also versatile for formal and informal purposes.

You can use your primary font for business names, headlines, or anything you want your audience to see first. For this, you'll want a typeface that's versatile, legible, and bold. Your secondary and tertiary fonts are for minor information. So, opt for simpler fonts.

Now that we have discussed the different types of logo fonts let’s delve into the typographic logos you can choose from.

Business Names as Logos

Wordmark logos or business names as logos are pretty straightforward. They are best for businesses with short names like Lego, Zara, Cartier, and Google. Short logo names are less complex to customize and do not take up too much space.

Of course, long-named brands can still use their business names as logos. But that will require more effort to look less cluttered. When choosing a logo font, choose something bold, modern, and legible. Mix and match different text weights for a more dynamic look.

Texts as a Logo

How often have you come across a company name logo only to wonder what the business is?

If you want to help your audience skip the guesswork, you can opt for texts as logos. This logo type combines your company name plus the nature of your business or what you offer, like Harley-Davidson Motorcycles and Krispy Kreme Doughnuts.

Given a primary and secondary copy in your logo, it might be wise to use two fonts. Your primary font can be bold or impressionable, while your secondary font can be something more minimalist or thinner in weight.

Or, if you are keen to use only one font, you can play with heavy and light text weights to differentiate your logo copy.

Text with Icons as a Logo

Sometimes, plain texts can look dull. Now, adding a memorable icon can help zhuzh up your logo while increasing your brand recall. But when it comes to this type of logo, the visual hierarchy and design choice are crucial to avoid an overwhelming look.

For example, choose icons and fonts that suit each other in terms of design style. Or you risk having a logo that looks out of place. Your font should be flexible yet visually appealing and easy to read—decorative, bold, or minimalist—too. And finally, experiment with different dimensions and symmetry to achieve a balanced look.

This type of logo is present across all industries. Some notable businesses with text with icons as a logo are Amazon, KFC, and Michelin.

Monograms as a Logo

Letter marks or monograms as logos are a classic favorite that dates back to Ancient Greece. They symbolize power, history, and wealth.

Monograms are easy to remember and are a perfect way to simplify rather long and complex company names, too. Look at the tech company Hewlett-Packard, which most people recognize as HP.

Because of its elegant appeal, you often see monogram logos from luxury fashion houses like Channel, Louis Vuitton, and Yves Saint Laurent—or car brands Rolls Royce, BMW, and Volkswagen. But monograms can be playful and modern, too, like in the case of Baskin-Robbins.

Step 1: Consider your brand identity.

Your logo font is a vital expression of your brand identity. It adds character to a rather bland text or an icon. It also ties together your brand personality and brand voice.

That said, it is best to start by defining how you want others to see you and the emotional connection you want to evoke. Check out expert tips on how to decode your brand identity.

Step 2: Analyze your competitors and their logo fonts.

Having a forgettable logo or a logo similar to your competitors can make you lose or confuse your audience. One way to minimize such risks is by running a competitor analysis before kickstarting your logo design.

Look into the fonts, icons, and overall design styles used by your direct and indirect competitors. How do they appeal to your audience? What design elements work? And finally, assess if they can successfully convey their core brand messaging through their logo font.

Step 3: Align your logo fonts with your target audience.

Do your logo fonts resonate with your audience? Or are they just pretty to look at?

Sure, visually appealing logos can turn heads, but keep in mind that it should also be reflective of your personality. You can do this by delving into your target audience’s minds to analyze their values, traits, and lifestyle. If you are a financial institution trying to gain the trust of your customers, then maybe serif logo fonts are best for you.

Step 4: Prioritize the legibility of your logo fonts.

Eight seconds. That’s all the time consumers have to look at your content. And in a market with dozens of brands vying for attention, that might even be shorter. So, it’s crucial to make every second count by using a legible logo font.

Start by choosing fonts that are easy on the eyes. And adjust the kerning or the space between each letter to avoid overcrowding. Most importantly, test your logo font on different backgrounds and how they display on various screens.

Step 5: Be flexible. Consider minimalism, scalability, and color scheme.

You don’t need to have a flashy logo to catch the attention of your target audience. Sometimes, fewer details mean your logo can be easier to spot. Enter minimalism.

Minimalist logo fonts have simple geometric shapes that evoke a modern and clean look. They are narrower in width and crisp, too. Carefully take your time in finding the optimal logo font sizes for scalability and maximum clarity. Finally, consider having a two- or three-color scheme that is harmonious or complementary.

Step 6. Make your logo fonts colored- and monochrome-friendly.

Speaking of color schemes, one way to future-proof your logo design is by making them available in different color formats. For instance, you can have your logo font in varying solid colors while adhering to your brand identity.

Or how about a logo in black and white or monochromatic? Doing so gives more versatility for logo font use, like when you need etching on your glass office walls, vinyl cuts, logo for scanning, and t-shirt prints.

Here are our recommended logo font families that are stylish, versatile, modern, and legible. You can use these fonts solo or with others to help you stand out.

1. Proxima Nova

Font Type: Sans Serif

The iconic logo Proxima Nova first graced the package design for Star Wars in the early 90s. Since then, it has earned its spot as one of the logo font favorites by many brands. It marries geometric and modern design elements, giving your logo a strong presence yet not overbearing.

2. Montserrat

Font Type: Sans Serif

The font has successfully preserved the unique design style of posters and signs commonly seen in Montserrat, Buenos Aires, decades ago. With its simplicity, geometric style, and versatility, you can easily pair it with other fonts to elevate your logo design. Or use in logo texts with lowercase letters.

3. Bodoni

Font Type: Serif

Dating way back to the 18th century, the Bodoni font has stood the test of time and still looks modern. When used as a logo font, it exudes timelessness and elegance. You can see this font from fashion giants like Vogue, Gucci, and Dior.

4. Raksana

Font Type: Script

Nothing says bold, retro, and nostalgic better than a logo with a Raksana font. A font meant to turn heads, choose this logo font to inject a 60s pinup feel that makes your logo stand out. It’s also easy to combine with other more straightforward script or sans Serif fonts.

5. Gord Quick

Font type: Display

Need a catchy, bulky, and playful font? Then Gord Quick is an excellent option for you. Urban and hip by design, this logo font will lift your mood and bring in the fun. This logo font family comes in multiple weights—from thin to black—to suit your needs.

One thing is clear: Your logo font says so much about your business. They convey different emotions, adding an extra layer to your brand voice. With 75% of consumers relying on logos to recognize brands, you should have a strategy when selecting your logo font.

You can start by sifting through online design websites like Envato Elements, with a robust selection of typefaces. Or take it up a notch by designing a typeface specific to your business.

Want to get a well-designed font? Let our brand and logo design experts craft professional logo fonts that creatively reflect your brand identity.