One of the essential ingredients in creating a logo is the font. There are thousands of fonts out there and one can feel like kid in a candy shop… However there are certain fonts that have become a sort of a taboo among logo designers. We, ourselves, are strong supporters of the thesis that there are no ugly fonts, there are only fonts that have not been used accordingly. Yet, there are cases where the usage of some of the fonts listed below is totally inappropriate and often has a negative impact on the brand’s perception.
Here are some of the most resented fonts and the reasons why you should not ask your designer to use one of these:
What is it with clients’ obsession with this font? Does it have a magical power or what?
We agree that Comic Sans has proven to be one of the most legible fonts, yet, unless you’re making a logo for a kindergarten or , surprise, surprise, a comic book, you don’t wanna go with Comic Sans. It basically looks like it has been drawn by a kid on Paint and is quite unsuitable for serious business.
Anyone seen the Pharaoh today?
Papyrus has been dreaded by designers everywhere. And it’s not because it’s a thin, rugged, aged font, it’s because it has this intrusive Egyptian feel which makes it totally inappropriate for 99% of the businesses (exceptions include all Egyptian gift shops or ethnic restaurants).
Chunky letters, strange curves, almost comic feel…Hobo looks as if it has come out of the crooked mirror room. Probably suitable for amusement park logos but still there are plenty of alternatives.
This techy font is also resented by designers – hardly legible, inconsistent and too generic already; let alone the lack of obligatory symbol such as the ampersand.
Suitable for Disney character related businesses. Not to be used by serious business owners.
Are you greek? Do you own a greek restaurant? Do you need to make a tourist brochure for Greece? No? Then you have nothing to do with the Lithos Pro font.
If a font could be both creepy and cute that would be Nueva. Curvy narrow letters, extremely sharp serifs, hardly legible from distance, yet somehow charming. Most acceptable uses of Nueva include children’s book covers or whimsical christmas cards. Totally inappropriate for serious business even targeted towards women.
With its strangely inadequate letter/number widths, same shape for “B”, “E” and “3” and terrible kerning, Digitall is a true nightmare for the viewer. Unless you’re doing an electro/trance/house party poster without numbers, this font is not your option.
Lack of small letters, distorted serifs, extremely hard to read “S” and “G”; letter “Q” looks like the number 2. These characteristic make Goudi Stout inappropriate for use on standard identity materials.
When in comes to scripts or handwritten fonts, the messier the better you’d think. Although Viner is not one of the most complicated and is hard to read scripts, there are a few thing about it that make it quite unsuitable for use: pretty sharp letters, too long tail of the small “d”, strange “q”, doesn’t look natural and handmade.
All time female audience favourite – Curlz is also one of the fonts, resented by designers. Absolutely generic, too thin and hard to read if kerning not applied properly ; too whimsical. Relatively suitable for kids’ clothes brands, cupcake bakeries or baby shower invitations. Unsuitable for everything else.
We couldn’t think of an appropriate usage of this font, so trust us and do not ask your designer to use it….anywhere…ever…
A worthy rival of Alice in Wonderland, Blackadder is one of the fonts we recommend you don’t use. Hard to read, kerning not fixed and the capital “J” is just pathetic. If you’re after that brush/ rugged feel try Rage Italic.
We think it’s obvious: A big NO NO
Looks like not that bad at first glance, but actually capital letters are almost impossible to read. Definitely not an option if you’re going towards a luxury and elegant feel.
As a conclusion, this article was inspired by the frivolous use of these fonts all around the design sphere…and…honestly, the results are not good. However, as we said in the beginning, each font has it’s own charm and a good designer can make every font work. The only important thing is the judgement whether this font is appropriate for your business, does it follow your brand’s values, does it express who you are and most importantly what feel it evokes in customers.