Fonts play a pivotal part in the design of a logo. Let’s look first at the two most popular schools of fonts, serif, and sans serif. Serif fonts communicate a more traditional and respectable type of business, whereas sans serif typefaces portray a more modern and stable business. (Hunt “A Pro Designer Shares the Psychology of Font Choices [Infographic]”.) Ted Hunt of “The Daily Egg” breaks this down further through the analysis of popular fonts. He sees Century Gothic as modern, Bookman Script as Elegant, Calibri as clean, Futura as strong, Helvetica as stable, and Baskerville as old face. Hunt demonstrates his findings by presenting the Cadillac, a beautiful scripted logo font, as undeniably elegant. Google is provided as an example as
