A great logo needs three things – an image, a brand name, and a tagline.
Since two out of those three things require text, it doesn’t take much to work out that if your business wants to make a great logo, it better find a great font.
Logo fonts come in all shapes and sizes and the one that your business picks can have a huge impact on the way your customers perceive your brand.
Let’s be honest, it doesn’t take a branding expert to work out that no one is going to hire a lawyer if their business card is written in fonts like comic sans.
That said, picking the perfect font for a logo is never easy. And with many different free fonts available, it’s a challenge to settle on one that best matches your brand identity.
To help you get that pixel-perfect look for your logo, we’ve gone beyond the top 10 and handpicked the twenty-one best fonts for logos — guaranteed to improve your company logo.
Best fonts for a logo
It is impossible to pick just one font that is best for a brand logo. True, it could be that in picking the right typeface for a startup you find that it also works well for a social media brand – but would it fit the bill at a high-flying New York ad agency?
The reason that there are so many logo fonts out there is that there are so many different types of business and each one wants to say something different to its customers.
The best logo fonts are the ones that speak to the brand identity of the company that the logo represents. That’s why it is impossible to judge professional fonts and minimalist fonts with a modern typeface against classic fonts and business fonts with a serif typeface.
Take a look at Coca-Cola and Pepsi. Here are two giants of the soft-drink world that on the face of things, sell the same product and both brands have world-famous logos.
Still, where Coca-Cola uses script fonts that a designer has made to look like hand lettering from the 20th century, Pepsi has opted for a modern logo with a unique font that a graphic designer has adapted from a sans serif typeface.
Why is there such a difference? Well, it all comes down to logo branding. Good fonts for logo design are entirely dependent on the product.
For example, what font do luxury brands use? Well the answer is that luxury brands overwhelmingly use fonts based on geometric sans serif typefaces like Futura and Proxima Nova.
Want to know why? Well stick around and we will show you exactly which font is best for your logo and why.
First, we have Baltica. A serif font desing that has simple and readable letters, the two important characteristics of a logo.
Before we go any further, it is important to know that serif fonts are ones where the letters have small lines coming off the edges as in the example above. While a sans serif font does not ( we will see many of those later.)
The thin and straight serifs set Baltica apart from other members of the serif font family. As a result, Baltica’s design looks traditional with a slightly modern edge.
A brand looking for a classic but contemporary logo design could use this font.
Other than the regular design, Baltica also comes in an extra-condensed bold weight. Its bold form is what is referred to as a slab serif font. Slab serif is great for those who want to make a stronger impression.
Steak falls under the family of script fonts and is perfect if you want your logo font design to seem fancy yet playful.
High-end restaurants or special event services might consider using a script font like Steak for their branding.
This cursive script font has a high-class look. Meanwhile, the long, swirly tails add personality to the typeface.
Though the font looks decorative, each letter is still readable. If you decide to use this font for logos, however, don’t forget to test how the design looks on smaller displays.
The font comes in three styles — barbecue, braised, and smoked.
The smoked design features an eroded effect, like the example below. This is an excellent choice if you want to add a faded, vintage feel to your logo design.
Who doesn’t recognize Futura? This font family has been used time and again by brands with famous logos like Best Buy, Calvin Klein, Domino’s Pizza and is a staple feature in any respectable top 10 list.
It’s clear to see why. Futura comes in a variety of styles, from light, bold and heavy to oblique and condensed. The diversity allows any business to take advantage of this versatile font.
Due to its geometric letterform, Futura’s design looks simple, clean, and modern. Since each letter has a similar thickness, the font is easy to read on any screen.
Still, there is something you might not know about Futura. Futura is part of a font-family called Akzidenz-Grotesk. It is another of the sans serifs and this style of font was used specifically for commercial design purposes.
Futura and Akzidenz-Grotesk are an example of how early graphic designers made the switch to creating a typeface specifically for use on logo designs.
No surprise then that this font is very popular in modern logo branding.
As such, you’re going to need to get creative with your logo design if you want to use it. Otherwise, your logo design might end up looking like a cheap rip off of any number of logos that have been around for half a century.
Frutiger is another excellent sans-serif font. Initially intended for signs in airports, it is designed for maximum readability on any display.
It’s this design clarity which makes it one of the best fonts for logos.
As with most modern fonts, Frutiger adapts well to large and small screens. Like Futura, its clean and simple shape makes this font flexible for use in business logo design.
The font family also comes in several styles ranging from the lightest to the boldest weight.
The Frutiger font that you see today is actually an update on the classic typeface from Adrian Frutiger, it has been reworked by Akira Kobayashi – the Japanese designer behind Monotype – and you can find it on many well-known brands including Ericsson and RadioShack.
Like all Adobe fonts, Adobe Garamond is what is called an OpenType font. OpenType features include cross-platform functionality (though that hasn’t been an issue for some time.) These days, the OpenType fonts are best known as a free font for commercial use, which makes Garamond one of the most popular fonts for designers.
The bracketed or curved serifs are the main characteristic of the typeface. It also has slight stroke variations that give some dynamic form to the font.
Garamond is a great choice for those who want their logo design to look timeless and refined, like businesses that dabble in fashion or jewelry.
If you want to create a stronger look with Garamond, try using all caps in your business name, like in the old American Eagle Outfitters logo:
If you want an alternative to Garamond, consider Baskerville. The shape has a similar, elegant personality, but this font has some characteristics which make it distinctive.
For instance, some letters in the font have slightly sharper edges. And, unlike Garamond, the serifs are transitional rather than old-style.
Due to its classy appearance, Baskerville can be a superb logo font for luxury brands, like Kate Spade.
Helvetica is one of the most recognizable sans serif fonts on the market. It has been used by many high-profile brands, including logos for companies like Panasonic and Target, and is popular in web design.
Chances are, you will find Helvetica in any list of the 10 best fonts or 10 best designs, period. And that’s because Helvetica pretty much dominated the market for commercial typefaces worldwide and even spread into web design and word processing.
Appearance-wise, it is similar to open sans, the letterforms are plain, and the strokes are equally thick, making it a highly-readable font. Its popularity has led to numerous riffs on the original style such as extra black display.
Helvetica comes in several styles, including a rounded form that was used in a former minimalist logo design by Skype.
Helvetica’s simplicity and diverse forms make it a popular choice among many large companies.
Depending on your logo design, the font can look both classic and new or bold and minimal.
However, due to its wide use, it’s also often regarded as a safe option. Make sure to come up with an innovative logo design if you want your logo to outshine the competition.
Next, we have Teko. Like most sans serif fonts, Teko’s shape is straightforward and easy to read. Nonetheless, there are some key qualities that set Teko apart.
The typeface has a tall and rectangular letterform and narrow spacing. The strokes are weighty and uniform, which is excellent if you want to make a strong statement.
Due to its square shape, Teko can also be used to communicate a sleek and futuristic vibe. This makes it a perfect font for brands in tech, automotive, or architecture.
9. Expletus Sans
Need a striking font for your branding? Consider Expletus Sans. It’s one of the more modern fonts on this list and it is a great choice for forward-thinking businesses that want to have an unconventional logo design.
Expletus Sans’s signature detached lettering adds some dynamism to the font’s appearance. The gaps can be accentuated if you use a logo with a colored background.
Despite the unusual style, the shapes of the letters are simple and legible on any logo or display.
If you prefer a lighter font, try BenchNine. With its thin strokes and slightly rounded shapes, this cool font presents a youthful spirit that new startups can benefit from.
BenchNine has a tall form and tight spacing between its letters. Three styles are available for you to choose from: light, regular, and bold.
A unique feature of BenchNine is the thin ends in lowercase letters like ‘n’, ‘a,’ and ‘u.’ This attribute adds a minor variation to the sans-serif font.
Trajan is known for being a movie poster font, but it still translates to other mediums. It only contains capital letters, which is good for making a strong and impactful logo design.
Inspired by the ancient Roman letters, the font is typically used to represent the values of tradition and history.
You can find Trajan in logos of many educational institutions, including Columbia University.
In other cases, this serif font can also give the impression of luxury and class, as evident in its use by the fashion brand Victoria’s Secret.
There is also the prominent spacing between each letter, which ensures that your logo text is readable.
Bodoni is a serif font with an edgy flair. The typeface has both bold and light strokes, and the different weights between the two make for a dramatic effect.
Due to its slab serifs, the font looks more modern compared to Garamond and Baskerville. It is often used by fashion businesses.
13. Akura Popo
Need a bold, one-of-a-kind logo font? Check out Akura Popo.
It’s a tall, condensed serif font that only contains uppercase letters. Armed with pointy edges, it is the perfect typeface for those who want a tough-looking logo design.
Though this font could be used for any creative brand, the designer recommends this font to be used by sports companies.
Like Bodoni, Didot has a high thick-to-thin stroke contrast that adds some dimension to the font.
However, the letterform is slightly more stretched and curved. This gives the font a more classic look.
Univers is an alternative to Helvetica.
This simple sans serif font is available in different weights and styles, so it’s suitable for various types of logos. The uniform strokes of each letter create excellent readability.
16. FF Din
FF Din is a typeface created by the German designer Albert Jan Pool. It is a modern font, only designed in 1995, as an update to the classic German font DIN 1451.
FF Din is one of the most important fonts in Germany. Its clarity and ease-of-reading at any size – large or small – mean that it is used for almost every street sign, railway station, and motorway in Germany. It is what is known as a display font design as it is meant to be easily comprehensible at large sizes.
Despite not being designed for its aesthetic, fonts like this are extremely popular.
While this sans serif typeface may seem a little administrative for a logo design, consider the fact that this font conveys authority and trustworthiness which has made it a popular logo font with airlines such as Jetblue.
17. TT Norms Pro
TT Norms Pro is a modern geometric sans serif typeface from the TT Norms font family.
This font is considered a universal sans serif font. That means it is equally well suited to logo design as it is to graphic design.
As sans serif fonts go, TT Norms isn’t what anyone would describe as one of the coolest fonts on the market because it was designed to be a workhorse and in typography, fonts like TT Norms are very highly regarded.
It is one of the best fonts for all-round clarity. It is popular with brands that need a logo design that implies openness, and trust, and would work well as a logo font for a research company.
18. Avenir Next
Another design collaboration between the German designer Adrian Frutiger and the Japanese designer Akira Kobayashi – Avenir next is a geometric sans serif font that you will probably recognize from Apple as it has been the system-wide font choice on every Apple device since 2012.
Taking its name from the French word for ‘future’, the Avenir Next design is based on geometric shapes which make the typeface very easy to comprehend.
It is an exceptionally popular sans serif font for use in graphic design and as a logo font. Its utility has spawned a number of variations such as Avenir Next Pro.
19. Proxima Nova
Proxima Nova is a reworking of the popular Proxima Sans font design. Its design is a hybrid that combines modern proportions with a geometric appearance.
It is one of the most popular sans serif fonts in the world and is especially popular on websites. It is a font design that translates especially well to small screens and as such it is common to see Proxima Nova used on logos for online brands.
Proxima Nova is widely regarded as one of the best modern logo font designs due to its simplicity and clarity and is regularly used to express information by news outlets like CNET, The Atlantic, or even Apple’s in-built news app.
20. Big Caslon
If you’re a fan of big and bold lettering and you’re looking for a typeface that will look good on a logo design that requires large script then you should consider Big Caslon. Big Caslon is a revival of the Caslon font and it is one of the few display size serif fonts on this list.
This font is best used in conjunction with a simple logo as its large size and bold font design could clash with a more complex logo.
21. Cera Pro
Last on this list is Cera Pro. It is a bolder, rounded design that is one of the best-known fonts in the Cera family.
Fonts such as Cera have a memorable design because of their thick-set unique lettering which has a soft feel. That is why many brands consider it to be among the best choices for their logos.
Cera is commonly found on logos for magazines as well as headline copy for website templates. It is one of those fonts that really stands out for its inimitable design.
Choosing the right font for your logo
Since logo designs work as a brand’s primarily visual representation, the font you use plays a significant role in how customers perceive your business. While there are commercial free fonts out there, finding the right font for your logo will often include a bit of graphic design.
To choose the right font, make sure it is:
- Relevant to your brand identity — Logos should reflect the style, formality, and character of your company. This is the number one concern in creating a design for effective logos.
- Attention-grabbing — The logo font should increase brand recognition and make it stand out against your competition.
- Timeless — Try to avoid logos that rely on trendy fonts. Trends change but your logo design should outlast them. Once a trend has passed, your logos will look outdated.
- Legible and simple — Readability is key for all logos. Your logo design should render sharply at any size and be simple to understand whether it is on a favicon or a billboard.
For those without an eye for design, creating a perfect logo can be quite overwhelming as there are so many elements to consider.
A logo doesn’t have to be difficult, though. Designing a logo is made much easier with Zyro’s logo maker.
All you need to do is enter your business name, choose a symbol that suits your brand, and pick one of the four layout options for the generated logo.
The tool allows you to change the color and the text’s font, size, style of the logo. You can also use the Transform settings to adjust the logo position.
Once you’re done customizing, click the Download button, and your logo is ready to go. You can feature the logo on your business site, which you can make with our free website builder.
What font is most pleasing to the eye?
To choose the right typeface, look at its x height. X height is one of those type character proportions that lets you know a lot about the aesthetic quality of a font.
It is a measure of a font’s balance and it is a little-known secret for creating logos with eye-catching fonts.
Generally speaking, however, Helvetica is widely considered to be the best font ever created. Its design is just about perfect and among sans serifs it has very few rivals, even though its font family includes other contenders such as Futura and Avenir next.
Many of the world’s best logos utilize Helvetica in the tagline text and the font became so popular that it was common for people to wear t-shirts bearing the font itself as a logo.
What fonts should brands use?
Conventional wisdom says that the best choice of font for brand logos is something minimal, simple, and sans serif.
However, that only applies if your brand identity is focused on modern, slick, lines.
Whatever your brand, the key to finding the right font for your logo is brand identity.
After that, just make sure that your font of choice is consistent on every aspect of your logo design and you will be good to go.