How to choose a font for a logo: a 5-step checklist

22 Oct 2026 · 1 min read

A logo font has a hard job: it must say who you are in a glance, and keep saying it on a tiny favicon and a huge sign. Use this checklist.

1. Write three words for the brand

Pick words like "warm, handmade, trustworthy" or "sharp, modern, fast". Every font you test must match at least two of them.

2. Pick a style family first

Choose the broad style before the exact font:

• Serif for tradition, authority and editorial feel.
• Sans serif for clean, modern, product-led brands.
• Script or calligraphy for elegance, weddings and beauty.
• Handwritten for friendly, personal brands.
• Display or blackletter for strong personality: use with care.

3. Test at tiny and huge sizes

Shrink your logo to about 32 pixels wide. If letters merge or hairlines vanish, pick a sturdier font or a heavier weight.

4. Check the license

A logo is commercial use. Confirm the license covers logos and branding, and keep proof of it. See our guide to font licenses.

5. Pair, then stop

One distinctive font plus one quiet supporting font is enough. If you need a third, the design usually needs simplifying instead.

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