Your logo is the public face of your company. It should reflect your brand’s mission, values, and visually communicate how you want to present yourself to the world. That’s a lot for a small design – but it’s achievable with the right approach.

One of the most common questions we entertain regarding font choice is whether you should use a popular typeface or font for your logo. While some may argue that using popular fonts can put you at risk for seeming unoriginal, major international brands say differently.

An immediately recognizable font could help bolster your image. One distinct advantage to using well-known fonts is that they have stood the test of time and remain relevant. Think “timeless” not “tired”. Being bold isn’t about using a trending font that no one else has heard of. It’s more about choosing the right font, regardless of its age and history of use, and making it your own.

Many new fonts are tied to design trends and we all know that trends come and go, and that’s not likely what you want to happen with your business. You’re in it for the long haul and your logo needs to be too. That’s not to say you don’t need to hit the refresh button every so often. You should constantly be evaluating everything about your brand to ensure that everything from your language to your logo are still relevant to your audience. You will want to refresh your logo at some point down the road, but if you’ve made a good choice, you won’t need to completely overhaul it unless your company completely changes its direction and audience.

We aren’t ignoring the fact that there are some great fonts being developed that may be the perfect choice for your logo. We’re just suggesting that there are some great timeless fonts out there waiting to be reinvented, not forgotten.

The most important decision in your logo and brand development may not be choosing the font. It is, more likely, choosing a professional that knows how to choose fonts, colors, and styles to create a unique logo that will best convey your brand to the world and connect with your audience.