Your logo type carries your brand's personality in a single word or two. Here's how to pick one that works — and keeps working as you grow.
Start with three adjectives for the brand. Modern and confident points to a geometric sans; elegant and premium to a high-contrast serif; friendly and approachable to a rounded sans; bold and loud to a condensed or stencil face. The shape of the letters should echo the feeling of the brand.
A logo has to read on a phone icon and on a billboard. Test your choice tiny and huge. Very fine details (like Didone hairlines) can vanish at small sizes, so weigh that against where the logo will live most.
A logo set in a default system font rarely feels owned. A characterful display face — even just for the wordmark — makes the brand instantly more recognisable.
Choosing a family with multiple weights (Light, Regular, Bold) means your brand has range across packaging, web, and signage without mixing unrelated fonts.
A logo is commercial use, so make sure your license covers it (and web/app if the mark appears there). See our guide on how font licensing works.
Get a free weight of Lumen Grotesk — no cost, instant download. See if Glyphline fits your project.
Get the free font →On Pinterest: Continental Wide, an extended display sans →