Warning: You Are Losing Clients by Not Using These 15 Fonts in Your Logos

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Cynthia Moreno

18th March 2020

Cynthia Moreno

Designing logos is no child’s play. To the pedestrian, it is a simple combination of elements put together, but if you’ve designed one yourself, I am certain that you could feel the pain covered under the veneer of these words.
From conceiving an idea flawlessly to executing each and every element, so that every disparate constituent comes together perfectly, requires tons of effort, hours of thinking, and considerable resources to put together. However, even if a single mistake occurs, then hitting rock-bottom is simply devastating.
The best option is to be prepared. Not only in terms of skills required to perfectly execute a design but also in terms of being ahead of the curve by knowing the hottest design trends occurring in the industry.
Often, designers focus on the color and shapes of a logo design and make the dooming mistake of disregarding typography. Similar to the effects of colors on the mind of the consumer, typography also has a profound influence on the viewers that many designers fail to understand.

While colors evoke emotions, typography establishes the tone of the brand.

Choosing the right typography can monumentally amplify the impact on the viewers. Fonts, like colors, can make or break the face of your brand and, consequently, your brand image.
Every brand has a personality that attracts the targeted consumers toward it. Typography is what helps communicate the brand personality effectively and convey the brand message accurately to the audience.

Toys “R” Us and Disney’s iconic logo designs are shining examples of impeccable use of fonts to represent the logo and the brand.
When you look at the logo, you get the friendly, childlike, and playful feeling that resonates with what the entire brand is all about.

A right font makes all the difference!

So, if you are a designer or a business owner looking for some inspiration, take a look below, as we have rounded up the best choices to give your designs a sparkling and an elegant look.

1.   Bodoni

The Bodani typeface was created in the late 1700s, during a time when typeface designers were experimenting to find a font that consisted of the characteristics of both thick and thin types of fonts. Giambattista Bodoni is the professional designer that came up with Badoni, hence the name came into being.
Badoni is a dramatic font that carries a resemblance to the Didot family of typefaces. It has un-bracketed and flat serifs with a visible contrast between both thick and thin strokes. The font projects an aesthetic appeal due to its geometric construction and subtle underlying structure.
Badoni is the typeface that has firmly stood the test of time and even to this day is adored by many designers. Vogue and Calvin Klein are two of the many shining examples that have used Badoni.

2. Chalet Comprimé

Chalet Comprimé extends to the original Chalet font family. Inspired by the renowned French fashion designer, René Chalet, it is one of the most stylized fonts that aces both thick and thin strokes.
Chalet Comprimé is an elegant and classic style of typography that creates a compact and clean letterform that is easy to understand and read. The Chalet family includes ten different font styles with three different weights, three different styles, and a titling face. Moreover, Chalet Comprimé consists of over 100 silhouette images that round out the entire collection.
Chalet Comprimé is a well-designed, clean yet careless typographical solution that fulfills the aesthetic demands of the contemporary world.

3. FF Avance

Evert Bloemsma designed FF Avance in the year 2000. It is one of those fonts that is mysterious and enigmatic, as nobody knows exactly where these typefaces have originated from. However, we do know that this unique typeface is close to asymmetrical serifs. Since the typeface consists of innate energy and motion, it is best to be used in logos for businesses that depict liveliness and vivacity.

4.   Proxima Nova

Proxima Nova bridges the gap between typefaces like Futura and Akzidenz-Grotesk while perfectly balancing the classic geometric and modern proportions.
The font was designed back in 2005 and belongs to the Sans-serif style. Proxima Nova has an extensive family that is available for the users in thin, light, regular, bold, semi-bold, extra-bold, and black weights, which totals about seven variations. Each weight has matching italics, small caps, and condensed and extra-condensed widths.
Spotify and Twitter use Proxima Nova. Likewise, it is considered to be a top option for brands that aim to target audiences across the board.

5. Neue Swift

Neue Swift is a serif typeface created by Gerard Unger in 2009. The purpose of Neue Swift is to generate a horizontal flow so that words and lines look distinct and separate. This font is quite clear and easy to read and thus makes an excellent choice for designs that are wordy. The serif typeface, Neue Swift, is mostly used by publishing industries such as magazines and books due to readability and distinct typeface look. However, you can also use this font for financial, health, or non-profit industries, as the legible sloping serifs and “busy” angles, fit best for portraying a persona these businesses require.

6. Trajan

Trajan is a favorite font for many designers and is mostly seen in Hollywood movie posters. It is a serif typeface that depicts the old-style of typography designed by Carol Twombly, 31 years ago. Carol Twombly designed Trajan inspired from and based on Roman square capitals. It is a good option for professionals who want to create designs related to law, religion, marriage, and history.

7. Canilari

Canilari is a more of a modern font designed by Latinotype, Patricio Truenos in 2016. It is a Post-modern serif font that is an outcast font with a mysterious origin, lost in the typographic history. Canilari has thick and profuse cuts, which makes it a good fit for modern butcher shops. So businesses that are looking to portray a personal and inviting persona can use Canilari in their designs.

8.   Modesto

Modesto has a fascinating history dating from the 19th and 20th-century circuses and lettering style of sign painters, also known as hand-painted typography.

Due to its rich and vibrant history, Modesto is considered best for businesses that want to draw inspiration from vintage circus styles, classic wooden crate branding, or cigar box designs. Jim Parkinson founded this typeface in 2000, taking the analog forms and perfecting them for modern use. It evolved from lettering done in the iconic logo design of Ringling Bros & Barnum & Baily Circus to reach the new italic font we see today. The last time Modesto was updated was back in 2014, and it has remained the same since then.

9.  Grenale Slab

Grenale Slab is a slab serif font designed by Jeremy Dooley in 2016. It is simple yet attractive and consists of well-formed strokes. The quirky curls and bouncy rhythms give the typeface a bold style and thus fit well for designs of businesses that seek to project playful and vibrant aesthetics.

10.   Zorus Serif

One glance at Zorus Serif and the viewer transcends into the Victorian era.

Full with charm and elegance, Zorus Serif was created by a Canadian designer named Jérémie Dupuis. It is a charmingly retro font with antique glyphs that project a particular gallic feel. It is a perfect fit for a print industry that needs a quirky, old-fashioned look. The best part about Zorus Serif is that you can access this typeface in both italic and standard versions and can be downloaded under the SIL Open Font License, which means you are welcome to use, alter and modify as desired.

11.   Revista

No list of typography for a logo design is complete without a stencil typeface. Revista takes the elegance of serif typeface and combines it with the utility of a stencil font, giving rise to an amalgamation that is both functional and aesthetic. Revista was created in 2015 by Paula Nazal Selaive, Marcelo Quiroz, and Daniel Hernández. The broken letter style projects a sophisticated and DIY vibe, making it best to be used for fashion-oriented businesses.

12.   Rockwell

Rockwell is a standout classic slab serif typeface from the 1930s created by Monotype. Being a classic slabs serif, the serifs are unbracketed and of similar weight.

Rockwell is a strong and bold font with a vintage flavor that gives it a high visual impact while remaining legible. It can be used for logos of businesses dealing in construction or modern-day clothing. Since the letterforms are simple and the shapes do not overwhelm the viewers, Rockwell gives an effortless and everyday look.

13.   Didot

Didot is a Serif and Didone typeface, founded by designer Didot in 1799. The serif typeface, Didot, initially came out with numerous forms of font, one of which was used in the iconic logo design of the Giorgio Armani. Didot is a typical font style in the fashion industry. It creates an eternal impression on the mind of the viewers and is best when paired with high contrast colors. America’s next top model is another famous example that uses Didot font style in its logo.

13.   Baltica

Baltica is a slab serif font created by the mutual efforts of Vera Chiminova and Isay Slutsker in 1998. Although it is a slab serif, it bears close resemblance with sans serif.

The reason Baltica bears resemblance with sans serif is due to the bracketed slabs and difference in width from the letterforms, which is uncommon for a slab-serif typeface. These differences or qualities are what set Baltica apart from the rest. Apart from being used in logos, it can be used in advertisements, comic magazines, posters, and headlines as well. Moreover, brands that want to appeal to the masses and convey trustworthiness and reliability should always opt for Baltica.

15.   ITC Lubalin Graph

ITC Lubalin Graph created in 1974 by Herb Lubalin, Antonio DiSpigna, Joe Sundwall, and Edward Benguiat is a standout from the past. The Neo-grotesque slab-serif style typeface is full of life and vitality. ITC Lubalin Graph is best for brands that want to depict lively and feisty vibes.


That`s the end of that. But wait, there`s more!

A logo isn`t just all fonts. As mentioned above, it is the meticulous arrangement of disparate elements put together. Typography is catered for, but what of colors, images, graphics, themes, visuals and dozens of other elements that make designs stand out from their counterparts? Well, don’t fret it. Skimmed from the works of the frontrunners in the industry, here`s a quick look into the best design trends for 2020 to provide a detailed insight into how the professionals ascertain that their designs don’t hit rock-bottom!

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