Let’s face it, communication is essential to everything we do.

Whether you’re a budding business looking to build relationships with your audience, establish yourself in a developing industry, or simply connect with others on a personal level, communication is key.

However, communication is much more than just speech. Indeed, according to the “Mehrabian” rule, % of our interaction with other people is non-verbal.

This is especially true in the case of brand and logo design, when creative professionals try to convey multiple meaningful information, ideas, and values in the simplest possible manner.

While most people are aware of color psychology and how specific hues may influence our thoughts and behaviors, you may be shocked to hear that we are also influenced by form psychology. Our associations with a variety of inspirational fonts generate strong emotions and ideas. For businesses, this means that selecting the appropriate font for logo design can assist in filling in the personality gaps in your brand.

Whether you choose a serious and sober typeface to define a “formal” brand or something more lively and wild, typefaces can be critical to effective brand awareness. Once you’ve established that each typeface has unique properties and defined them, you can choose the alternatives that share the characteristics that best represent your business.

Therefore, let us begin by identifying your “type.”

This means that the colors, shapes, and even the fonts in a logo must all function in harmony and relate to one another while reflecting the company’s unique ideals. Even if you get the brand name, colors, and iconography surrounding your logo exactly correct, the wrong typeface can undermine your company’s credibility.

1. Serif font psychology

Serif typefaces, as the most classic option, create thoughts of class and heritage, making them great for creating a brand that feels “established.” Serif fonts inspire feelings of confidence and respectability due to their classical nature, making them ideal for brand identities that highlight authority and elegance.


Serif typefaces are most appropriate for “formal” situations. They’re ideal for businesses looking to increase brand awareness while exhibiting their trustworthiness. Serif fonts are frequently preferred for financial institutions, e-commerce stores, broadsheets, and editorials.

2. Sans serif font psychology

Sans serif fonts are simple, modern, and engaging. They are utilized by brands that wish to convey an uncomplicated, straightforward, & no-nonsense attitude. When it comes to logo design typography, sans serif solutions convey an impression of honesty and sensitivity. There are no decorative elements to divert the viewer’s attention or obscure the content.

Sans serif font psychology – HOW TO SELECT THE RIGHT FONT FOR YOUR LOGO?

Sans serif fonts are ideal for brands that value clarity when designing their company logo. Often, you’ll find these typefaces on clothing brands, technology companies, educational institutions, and organisations that support “forward-thinking” values and brand objectives.

3. Script font psychology

Generally, script typefaces are more ornamental than their serif counterparts. Due to their handwritten nature, they are meant to generate feelings of femininity, elegance, and inventiveness. If you want to create a more personal feel for your business and increase your chances of winning that all-important consumer affinity, script typefaces may well be the ideal choice. It is essential, however, to ensure that the script you chose is legible.


When it comes to typography psychology, script fonts are likely to elicit emotional and creative responses. They’re ideal for conveying emotion, history, or experience, and can be especially beneficial for “visual” firms looking to showcase their creative side. The trick is to use caution when using script typefaces. While they appear to be artistic and rich, they can also be difficult to read in certain situations.

4. Modern font psychology

Typography labelled as “modern” sounds like it should be the most futuristic of the bunch. The truth, however, is that it dates all the way back to the eighteenth century. Modern typefaces are intended to be simple and intelligible. They feature thin and thick transitions between letters, as well as thin horizontal serifs.


Modern typefaces are employed to convey impressions of uniqueness, intelligence, and style when designing logos. If you’re looking to exhibit your brand name in an easy-to-read format that’s filled with modern style, this font type may be ideal for you. It does an excellent job of capturing the attention of youngsters.

5. Display and decorative fonts

Finally, when it comes to ideas for typography logo design, nothing beats display or decorative typefaces. These are one-of-a-kind and occasionally modified typefaces that deviate significantly from the standard and are typically used in logos. Even though these fonts are unique and styled, they give personality to your brand, it’s critical to consider the emotional response your audience will have to them before committing to a certain choice.

Display and decorative fonts – HOW TO SELECT THE RIGHT FONT FOR YOUR LOGO?

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About the Author:

Harsh Puranam

Harsh Puranam is a Senior Graphic Designer, UI & UX Designer, SMM Expert, and Motion Designer from Hyderabad, Telangana.

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