What Your Logo’s Font Says About Your Brand

October 8, 2019

A font style can say a lot about who you are as a business. While the initial design of your company’s logo is an essential piece of your brand’s messaging, the font you use to tell your story can have just as large of an impact. Customers associate meaning to different fonts types and how they are used in marketing. The contrast, modeling, shape, and stroke of a font type work together to help influence your audiences’ perception of your company. 

Knowing how to effectively utilize these varying components is critical if you’re deciding which fonts best complement your brand’s identity. 

A Case Study in Logo Fonts 

The renowned FedEx logo is a variation on Futura Bold font composed of two colors: purple and orange. The bold lines and shape of this font help communicate strength and reliability of FedEx’s services. Hidden in the white space between the letters ‘E’ and ‘x’ is an arrow, informing the customer they can expect speed when shipping or receiving a package with their brand. Even though the logo may seem plain at first glance, it subtly conveys the brand’s values in a creative way.

The Four Basic Types of Fonts in Logos 

According to Fonts.com, we can classify most fonts into one of four basic categories of typefaces: “those with serifs, those without serifs, scripts and decorative styles.”


The oldest font style, serif began appearing at the end of the 15th century. Serifs, or feet, are the identifiers of this typeface, which are the small lines attached to the ends of each letterform. These fonts typically portray an established or sophisticated brand. Serifs are further categorized into four subtypes: old style, traditional, didone, and slab serif.

Sans Serif

This typeface features clean, straight lines with no flourishes to enhance readability. In fact, sans serif translates to “without serif.” These fonts communicate sensibility and honesty without the need for thrills or flair.


Script typeface offers very fluid letterforms through connected letters with a slight resemblance to cursive lettering and calligraphy. Script has two subcategories: formal and casual. “Formal” scripts draw inspiration from 17th and 18th century handwritings while “causal” resembles modern handwritings. Script can evoke elegance, creativity, and freedom, and by emulating actual handwriting, it can represent a more hands-on approach to business.


This style of typeface has the widest variation of fonts but is typically unsuitable for body copy, so it’s best reserved for headlines or other short copy that works to draw in the viewers’ attention. These types of fonts convey uniqueness and originality while eliciting fun and creativeness.

Which Font is Right to Tell Your Brand’s Story? 

Curious which font style will best tell your brand’s story? No matter what you decide, its essential your fonts remains consistent. For example, if you advertise your products or services via print, digitally, or using a variation of the two platforms, you’ll want to ensure you’re using the correct fonts that you designate for each type of collateral. Once you’ve chosen the correct fonts, a brand style guide is an effective way to ensure your internal team stays consistent and uniform with your brand’s messaging, especially when it comes to time to expand your team.

Our Minneapolis-based digital marketing firm can help you find the right font styles to help you build a strong brand identity. Our team of branding experts will help guide you through the process of establishing, recreating, or polishing your company’s image with a fresh, modern look that’s stays consistent when used across your website, business card, mobile app, and more!

To learn more, check out samples of past brand messaging projects we’ve completed, or reach out to us today to chat in person about your graphic design needs!

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