Finding the Right Logo Font: A Guide

Finding the Right Logo Font: A Guide

logo font

Choosing a logo font might seem simple, but there’s more to the choice than selecting a font that looks nice. Unfortunately, many brands make the mistake of spending a significant amount of time on their logo but failing to put thought into the font.

Choosing a font is a critical element when designing your logo. The font you select conveys your brand’s voice and can even influence the emotions and thoughts of your clients. The hard part is, figuring out what fonts communicate the right message to your clients.

So, where do you start? We’ve created this guide to help you learn more about font types and to give you tips to help you select the font that is right for your law firm.

Types of Fonts

While there are thousands of different font styles out there, they are all typically classified under four different types. Each has its own specific characteristics that can help convey the brand personality of your law firm.


A serif is a small stroke attached to the end of a larger stroke on a letter or a symbol. Serif logo fonts are more traditional and sophisticated, so they work well for law firms.

Here are some examples of companies using serif fonts in their logo.



San Serif

San serif fonts are modern and easy to read. They work well with most shapes and designs you may use for your branding. Brands that want to convey a simpler, clean design will use san serif fonts. Because of their simplicity, san serif fonts are trending for online brands.

Here are examples of san serif fonts used in logos.


Display logo fonts are fonts that a business designs to stand out. These fonts are very decorative and come in all types of variations. One famous display font is Disney which was created to resemble Walt Disney’s signature.

Some other display fonts that companies have created include the following.


Script fonts can be elegant and formal, but it’s essential to keep in mind that they sometimes become hard to read when the font is resized. This font type can fall under formal or casual.

Formal script is more elaborate and conveys luxury, as shown in Cadillac’s logo.

Casual script resembles the handwriting that you see in Hallmark’s logo.

Choosing the Perfect Logo Font

Now that we’ve reviewed the types of fonts available, let’s talk about some factors you should keep in mind when choosing a logo font.

1. Keep in Mind Your Brand Personality

When choosing a font, it’s essential to keep your brand’s personality in mind. For example, if you want to portray a more authoritative brand, a serif font will accomplish that better. On the other hand, to appear more modern, san serif would be a great choice.

Your brand’s personality must be the foundation when choosing your logo font. That way, your branding will be aligned with your brand’s purpose and target market.

2. Consider Your Target Audience

Your brand’s success relies on your efforts to research and market to the demographics of your existing and potential clients. And the right logo font has a substantial psychological impact on your clients. Therefore, it’s crucial to choose fonts carefully and deliberately.

Your target audience is looking for someone they can trust, with experience, to help them through their legal issues. Therefore, choosing a more traditional font style will likely help you connect with your target audience more than a more casual font style would.

3. Ensure the Font is Legible

A logo must be legible to communicate your brand’s identity properly. But you also want to make sure it’s unique to your brand.

When designing your logo and choosing your logo fonts, make sure to consider color combinations. Your logo will be hard to read if you have a light-colored font on a light background. Choose contrasting colors to ensure that your font is legible.

And when choosing a script font, be sure to leave enough white space around the font by adjusting the line height and the space between letters. You also should avoid all caps when using script fonts.

4. Think About Scalability

Your logo will be used in various sizes depending on how/where you’re using it. So when choosing your logo font, think of where you’re going to use your logo, and adjust the font accordingly.

5. Don’t Rely on Color

A color logo may not always be an option. Choose a font that has the power to define your law firm, regardless of whether it’s in color or black and white.

6. Simplicity is Key

Keep it simple. While you can use multiple font styles in your logo, try to avoid using more than two to three different fonts.

If you choose to use multiple font styles, your law firm’s name should be in one font, while a tagline would be in another. If there is any other information you wish to include (i.e., an establishment year), you could use a third font or a different weight of one of the fonts you already used to keep things balanced.

Let Conroy Creative Counsel Help Your Logo Speak Louder Than Words

Choosing an effective logo font may take some time, but it can be a pivotal part of your brand. While your logo font should be aesthetically pleasing, it’s important to keep in mind the feelings it will evoke for current and future clients. Using your brand’s values as a starting point and the guidelines above, you’ll be on your way to a logo that perfectly suits your law firm.

At Conroy Creative Counsel, our expert team can help you develop a professional image geared toward your target audience. Your brand conveys your firm’s character, and it separates you from the competition. We work with law firms of all sizes and areas of practice and will showcase your strengths and identify you as a leader in your market.

Contact us today for an initial consultation.


I'm Karin Conroy

Founder of Conroy Creative Counsel, an award-winning recognized leader that has cracked the code of smart, sophisticated, and strategic marketing for law firms.

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