So you’ve developed an attention-grabbing logomark that perfectly conveys your message, is easily reproducible and is recognizable in a range of sizes. The hard part’s over, right? Not quite.

Font choice is an essential facet of logo design and one that should not be neglected. The right font can amplify the strengths of your logo (and your brand), while the wrong font can be a customer buzz-kill. But given the thousands available, how do you choose the perfect logo font for your brand? Here are a few simple tips to help complete your winning logo design.

1. Avoid the ordinary

Yes, your word processing package includes a selection of fonts. Problem is—so does everyone else’s. In today’s competitive marketing environment you don’t want your brand to be just another poppy in the field. So think beyond what’s standard. With the number of affordable font sites available, there’s little excuse not to explore. And since most sites let you preview each font, you can see how each would look before you buy.

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Attic (by You Work For Them)

2. Be timeless

Remember those disco fonts of the late ‘70s, the ones that looked like balloon animals? They were all the rage for a few years, then gone. Keep in mind that your logomark has to endure design fads, and so does your font. If it seems like everyone is suddenly using a certain font style (such as the now ubiquitous Sketch Block), go with something else. Remember, you want your logo to stand out, and while capitalizing on the trendy might seem like a quick answer, you’ll likely regret it within a year.

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Intro Free Font (by Miroslav Bekyarov)

3. No frills

There’s a saying in the tattoo community: if it’s bold, it’ll hold. That can be applied to fonts as well. Thin, fragile, flowery or swirly lettering is generally too delicate to reproduce at smaller sizes and will likely be lost to the viewer. So keep it simple and keep it strong.

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Trio Grotesk (by Florian Schick)

4. Give me some space

The great jazz trumpeter Miles Davis once said that the notes you don’t play are as important as the ones you do. So when choosing a logo font be mindful of the space between the characters (the kerning). Too much can make the logo seem airy and disjointed, while too little can make it seem cramped and uncomfortable. A good intuitive designer can ensure you get the impact your logo deserves.

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Bobber – a slab serif that evokes an early 20th century style

Your logo is the face of your brand. It’s public contact number one. So when considering fonts, think about the personality of your brand and what you want your logo to convey. Is it speed, strength, reliability, access or attention to detail? A font’s “personality” can go a long way to promoting your message. So choose wisely.