Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing, and letter-spacing, and adjusting the space between pairs of letters.
Wikipedia
Seriously, Wikipedia said it best.
Your logo font says a lot about your brand personality and it needs to be legible. When Sean proposed, he had written me a love letter and had it transcribed by a calligrapher.
Beautiful and romantic? Yes. Easy to read when it was three pages long and my nerves were all over the place? No.
- For my brand, I knew that I wanted something clean, modern, and looked good in all caps. I was thinking bold but not in an obnoxious way.
- Trust me, I love the look of swirly curly lettering but I did not feel that it appropriately represented the content of my blog. Your brand personality should shine through.
- You should use 2-3 different fonts MAX. In my case, I used two total – one for the name of my website and another for my tagline. This is a common option which works nicely. Think of your header for a paper for school – usually bigger and bolder and then your paper was written in 12 point Times New Roman font underneath. It’s just like that, minus having to use Times New Roman.
- My tagline is long, so it was important to choose typography where the letters were spaced and clear enough to read.
Additionally, can the font that you chose stand alone on its own? Often when tagging graphics and photos on Instagram, you would just use your Instagram handle.
When you tag graphics on Pinterest, usually you just use your website.
Does your logo typography serve all of these purposes and can it stand alone without your graphic image? For brand consistency, I would highly recommend that it does.
For more information about creating a logo design, check out my other two posts about your logo graphic image and logo color.