I’ve posted about fonts on the blog several times in the past. I typically write about along the lines of how to choose the right typeface, or what makes a good font, but there are definitely times when it’s in your best interest to have someone else do this for you, especially if you’re choosing fonts for something as important as your company’s branding. In these cases, it’s a good idea to enlist the help of a professional, and by that I don’t mean your brother-in-law’s 16-year-old nephew.
A good graphic designer will choose a font that suits your brand, is easy to read, and sends the right message to your customers.
One thing your designer will do is make sure you have the right to use the chosen fonts. Purchasing is always a good idea, because you avoid any legal issues, and these typefaces generally come with multiple styles, weights, etc. Even if you find yourself using a free font, it’s important to read and understand the licensing agreement, because they vary. A lot of fonts are only free for personal use, so using them in your company’s logo would be a violation of the agreement and could cause some legal troubles.
I’ve had issues in the past where a client with an existing logo sent over their brand package for us to use, and once I opened the files I discovered I’d be working with an all lowercase font, or one of the letters was just really horrible. A good designer would have looked at all the characters in the typeface and let their client know there would be some major restrictions if they ever wanted to use the font, outside their logo.
A lot of times a client will be using an ornamental or novelty font in their logo, which works in some cases, but if there isn’t a designated secondary font to accompany it, this can look really overwhelming and unprofessional. Typically the secondary font will be something much simpler and easier to read.
It takes practice to be able to spot good looking type, and even more practice to be good at combining fonts. It may seem like an easy task, but a lot of thought goes into it, and hiring a good designer ensures your present and future needs are considered.