A logo is an image. But it's also a typography. Whether you go for the monogram, slogan, or just your brand name, you will often have things to put on your logo. 

The choice of typography is therefore very important: no, Times New Roman is not an option. In general, moreover, it is quite possible that the fonts already installed on your computer do not correspond to your needs. 

Why and how do you find the right one? Read on to find out! 

1. Choose a Typography That Speaks the Language of Your Target 

Your logo must appeal to a very specific audience. If you are selling insurance products, you will not be talking to the same people as if you are selling neon laces! 

You should already have chosen your colours based on these targets. And you have to do the same thinking when it comes to typography. Some fonts will be more modern, others more serious, or fanciful.  

You should also think about what your audience is used to seeing, what they like, what their codes are. Without necessarily imitating what others are doing (as copying is bad), you will already have clues about the type of typography to remember. 

2. Think Big (And Small Too) 

Consider that your logo will appear in many circumstances. On your products, of course, but also on your letters, on your website, on very large displays and on very small business cards. In all of these situations, it must be recognizable and readable. 

Test your typography to see if all the letters are recognizable, without requiring too much effort, regardless of their size. It must look just as great whether it is gigantic or tiny. If not, change it. Readability is essential. 

3. Carefully Measure the Contrasts 

For some logos, you will have to combine two typographies. Especially if you indicate the name of your brand and your slogan. And this is often where things get tricky. 

If 2 typefaces do not match, they will surely be a clash because each one will try to take on more importance than the other. The harmony will not be there and no one will want to stay too long in their presence. 

There are a number of ways that will help you to avoid this failed union. Either by testing existing police associations, with generators such as Fontjoy, Fontpair, or Typ.io. Or by testing combinations. 

Generally speaking, the typographies to be used together should not be too similar (otherwise the difference is perceived without being identified, creating an unwelcome feeling of strangeness), while having some commonalities (even if it is just the height of the letters). 

Our advice 

The easiest way is to opt for typographies that have totally different characters, the contrast creates a welcome energy for your logo. 

If you just need to create an authentic logo desgin, your own logo, you may not need to keep a collection of different fonts on hand. On the other hand, your graphic designer will undoubtedly offer you a book in which you will make your choice. He can even draw a typography that will be completely personal, just for your business. 

If you have respected the previous advice, the result will live up to your ambitions.