Having the right typeface can either make a logo and sign stand out, or it can make a logo and sign seem muddled and difficult to read. It can be a challenge to decide what font is correct because there are so many fonts available. Some designers do not put enough emphasis on the font they select when working on national signage.
When creating a typeface for a sign that is going to be printed, it is a good idea to remember some of the general styles of typefaces. There are serif and sans serif options. A text can be bold, it can be light, it can be very simple, or it can be elegant. Lettering plays an important role in the way that the human eye and the mind perceive messages. If the lettering that is selected is wrong, a sign may convey the wrong message entirely. The right typeface should reinforce the main theme and the overall message of the sign that is being designed.
When selecting a typeface, some of the questions to ask are: How does a person want their company to be perceived? What are the themes that their sign should communicate? What type of feeling should the sign invoke? And finally, how does the typeface fit with the overall design?
For example, a sign for a financial firm should convey the concepts of trust, reliability, and durability. A font that is bold and that has rounded edges would not work well in this situation because it does not convey professionalism, but instead it gives the idea of fun. On the other side of the coin, a simple font that is serif and elegant portrays a business that is confident, professional, and trustworthy.
A business that focuses on technology may want to have a font that is bold and clean. Thin fonts and handwritten fonts do not convey the image that a tech company would want to portray. Usually, a bold sans serif font is used for tech companies since it is strong, clean, and complements a geometric design.
A company that is fun-loving, maybe one that makes muffins for kids parties, would want to have a sign that has a more playful font as opposed to a serious font. Serif fonts and traditional fonts may give the impression that the company is too serious or too bland. In this instance, having a font with rounded edges transmits a youthful and playful vibe.