TYPOGRAPHY AND FONT CHOICE
Your brand’s personality is expressed in the use of fonts to present its name and tagline in your logo.
Here are some examples of the most common font categories and how their styles translate in a logo design:

•     Serif fonts have a line at the end of each stroke. Traditional and professional.
•     Sans serif fonts don’t have that line at the end of each stroke. Crisp and modern.
•     Script fonts (and italics) are generally formal and decorative. Sophisticated and feminine.
•     Handwriting fonts tend to be casual and personal. Friendly and approachable.
•     Display fonts are widely varied in design and style. These can be great choices for text only logos

When deciding on a font for your brand, you need to consider

• Font family
• Font Style. Regular, Bold or Italic
• Font Size
• Font Tracking
• Horizontal Scale
• Vertical Scale
• Font Kerning
• Font Leading
• Font Tracking