Font Psychology For Logo Design [Complete Guide]

Communication is important even for your basic marketing strategies. The target audience ought to know and understand what the brand wants to say. Your brand has sonic and visual meanings attached to it. Along with the name, the font you use to write it also matters as it carries a visual psychological meaning.

Font Psychology matters. You need to know the meaning of the typeface and see to it that it aligns well with the body of your logo text.

Fonts Help Building a Brand Personality

Brand personality refers to the personification of the brand. Adjectives like caring, cool, funny, luxurious, etc. are associated with the brand because of their brand personality.

Fonts have their very own personality and brands can capitalize on it if they use the right type of font for the right content.

If you’re planning a logo, it is advisable to read psychology of colors & psychology of shapes before you proceed to the next section.

Serif Fonts

What Is A Serif Typeface?

Serif is probably the oldest known typeface. It’s a basic typeface with some extra details, usually referred as flags or tags, on the letter. Serif fonts have been used for printing purposes for many centuries.


Serif Fonts Examples

  • Times new roman
  • Book Antiqua
  • Georgia
  • Baskerville

Serif Font Psychology

Serif is the most commonly used font category. These easy to read fonts are so old and common that they can accompany any personality. That is, these fonts are neutral, just like the old men of the family. These fonts are

  • Reliable
  • Respectable
  • Dependable
  • Reputable
  • Conventional
  • Neutral

Companies which use Serif Font in their logos


Sony uses a subcategory of  Serif known as Slab Serif (Egyptian fonts) which is a block-like serif and have slabs at the end. Slab Serifs are known for their solidity & confidence.

Sans Serif Fonts

What Is A Sans Serif Typeface?

Sans means without. These are easy-to-read general fonts which do not contain any tags or flags. These fonts were used for printing headlines along with serif fonts which were used as body text.

These are also referred to as gothic or just sans.


Sans Serif Font examples

  • Helvetica
  • Arial
  • Century Gothic
  • Calibri

Sans Serif Font Psychology

Just like Serif font, sans-serif is also an old and widely used font category. It acts as neutral but is contemporary. Sans Serif fonts have the following characteristics:

  • Clean
  • Simple
  • Contemporary
  • Straight Forward
  • Futuristic
  • Neutral

Script Fonts

What Is A Script Typeface?

These Fonts are a part of the decorative font category. These are easy to read cursive/handwritten fonts.


Script Font examples

  • Lobster
  • Lucida Script
  • Sofia
  • Pacifico

Script Font Psychology

Script fonts are carefree and have a creative outlook. These are used to express creativity and emotions. Script fonts with more curves show femininity.

Script fonts are used to express

  • Creativity
  • Interest
  • Emotions
  • Femininity

Modern Fonts

What Is A Modern Typeface?

Modern typeface, also called Didone, has been present since the eighteenth century. These fonts have thin horizontal serifs and thick & thin transitions in the strokes. There is no slant on the letters.


Modern Font Examples

  • Futura
  • Bedini
  • Orgreave
  • Bodoni
  • Empire

Modern Font Psychology

Modern fonts are very structured and eye-catchy. These fonts have a vertical stress and can be considered determined (sometimes cold) because of no inclination.

Modern fonts are used to express

  • Elegance
  • Intelligence
  • Distinctiveness
  • Smartness
  • Determination
  • Forward-Looking Ideology

Display Fonts

What Is A Display/Novelty Typeface?

A display typeface is any creative typeface which is different from the norm. This Typeface is usually used in logos and not in the body text.


Display Font Examples

  • Jokerman
  • Bombing
  • Gigi

Display Font Psychology

These fonts are tailor-made to company’s wants. These can be tweaked, twisted, tuned, inclined, etc. to form any desired meaning.

These fonts can be

  • Fun,
  • Unique,
  • Casual,
  • Direct, etc.
display-font-logos font psychology

How To Select A Perfect Font For Your Branding Strategies?

Branding Strategies involve clear communication. Communication includes rational facts or emotions. Either way, visuals matter. Here are certain tips to select a perfect font for your branding strategy.

Know The Target Group Demographics

Target Group demographics play an important part in the selection of font styles. Use this data for easier selection of the font.

  • Age – Dynamic display fonts can work for teens and young adults. Adults may prefer modern fonts while Serif and Sans Serif may be used to attract elderly people.
  • Gender – Script fonts can be used if the brand deals with women accessories.

Font Style Should Match Your Personality

Now that you already know about the personalities of the various font styles. Choose the one which suits perfectly to your brand identity.

Before you decide the font for your logo:

  • Assign your brand an adjective (cool, witty, straightforward, etc.)
  • List down your message you want to convey.
  • Select the font which suits this personality the most.

Psychology Of Spacing

Kerning and spacing can do wonders. Spacing can be used to express specific messages. Minimal spacing can be used to show linkage, tight schedule, punctuality, strictness, etc. while more spacing can be used to express coolness, luxuriousness, richness, etc. But see to it that you don’t use much white space. Usage of a lot of white space might make content look cheap.

Simple & Readable

Fonts are used to communicate. Make sure the font you use is readable. Complex fonts, though attractive, might backfire if they are not readable.

While planning a logo make sure that the negative image looks the same as the positive image.

Go On, Tell Us What You Think!

Did we miss something?  Come on! Tell us what you think of this article on Font Psychology in the comments section.