I could write a book about fonts, but here in short:
The font in your logo represent you.
If you sell tractors, don´t choose the “Lucida Handwriting” as your font, rather something BOLD. Something that looks like a working-horse 🙂
Furthermore you will need a “house font” for all your stationary.
First and foremost this font needs to be ledgible and work on paper and online.
Pick one that has BOLD and kursiv cuts and all the additional characters (like: $ % §) you need for your business.
What is associated with “your” colour(s)?
For example: Red: energy, danger, strength, determination as well as passion, desire, and love. And Yellow is the color of sunshine: joy, happiness, intellect, and energy.
In connection with the wright font, this association will be underlined!
Your colour(s) should always be present: on you, your Marketing Materials, your product — or have you ever seen a red john deere?
Last but not least: What about printing? For example, Gold or Silver are expensive to print.
If Purple is your choice, be sure to give the printer your CMYK data otherwise you might be in for a big surprise.
It has to be original while functional and comprehensible. Work with your colour(s) and font(s). Look good on a small business card as well as on a big sign in front of your business. And of course: The design needs to “work” as a black an white version.
With this in mind, you are on your way to create a great logo that works everywhere and will be a good foundation for your corporate identity.
If you have any questions, feel free to contact me any time 🙂
*Coca Cola is the worlds best known trademark, even without the writing, that “ribbon wave“ sais it all.