One of the most important decisions you’ll have to make when it comes to your logo is what font you will choose. Your font decides how the letters of your logo will look, which will decide the message that the image and words convey. There’s a big difference between a logo that uses Arial Bold and one that uses Times New Roman, even if the words are exactly the same! In this section, we’ll introduce you to several logo terms and help you decide which logo is right for you.
Serif vs. Sans Serif
All fonts are divided into two categories: serif or sans serif. Serifs are the markings at the end of letter strokes–for example, in a capital T, the end points of the T are all marked with an extra flourish in serif fonts. Sans serif fonts are in general simpler and end without any additional embellishments at the end of each stroke.
In general, serifs are much more popular among lawyers. Serifs tend to be taken more seriously, and imply a certain solemness and sense of tradition that most sans serifs lack. Some commonly used ones include Times New Roman, Georgia, Garamond, and Bodoni. They have a sense of history about them due to their ubiquitous nature in print culture, and are overall a good choice for a firm that wants to convey a sense of professionalism, maturity, and dignity.
Sans serifs, on the other hand, are more modern and casual, and very popular in the web space. While you might think that a sans serif font is a poor choice for your logo, if you are seeking to appeal to younger audiences or those with a more modern outlook, you might consider a sans serif font to soften the professionalism and seriousness that comes with being a part of the legal community. Some commonly used sans serif fonts include Arial, Tahoma, Helvetica, and Futura.