|Typefaces: all important in Branding|
What is required is uniqueness with relevance. The company logo, as a metaphor for the company Brand, must be memorable and relate to what the company is all about. Therefore, a restaurant's logo, in terms of color and fonts used, would be very different from that of a wealth management firm.
Remember you want to 'never go unnoticed' and that means repetition. Your logo should be displayed on everything the company uses to communicate with the outside world - from its letterhead to all of its promotional materials. Don't be shy about the use of your logo.
A well designed and relevant logo is so important that I recommend the use of an identity design expert, like Fund-House, to assist in its spawning, development, and use.
Colors are important. They stir emotion and can make or break consumers' reaction to your Brand and eventual purchase of your product/service over competition. What type of company you have will, in many cases, determine what color(s) you will utilize in your: naming, logo, taglines, packaging, promotional materials, etc. Again, the use of a professional branding/corporate identity design expert is required.
There are hundreds of fonts. In some cases, a new font is developed from scratch (I did this with a company I own and have managed for over 20 years and which is in the motion picture industry - where uniqueness is a requisite).
Various fonts should be used in developing the company name and its logo. In most cases there should never be more than two fonts used and they should have relevance. Below are several, often used fonts:
Times New Roman
This post is in Arial. Easy to read and lettering is distinct, but not attention getting for a company title or logo. There are the 100 Best Typefaces used for Branding. To get a copy of those top 100 contact me. firstname.lastname@example.org.
Fund-House Ventures, LLC