Which font should I use?
"Type is speech made visible, with all the nuances, inflections, tonalities and even dialects of the human voice. It is one of humanity's most precious possessions."
Which font?
Thousands to choose from but beware. Choosing the wrong font will put over the wrong message. There are considerations to be made before deciding which typeface to use to represent your business.
Who is talking... to whom?
You need to consider who you are talking to and what impression you want to give. Some fonts will convey 'established', 'serious', 'authoritative'; some will be modern, technological or exotic. You need to match your choice of font with both who you are, how you want to be perceived and to your potential clients.
Organic or inorganic?
Is the subject or message an organic (living, human) voice, or is it an inorganic (mechanized, mechanical) voice? Hard-edged subjects, or those which relate to non-human characteristics perhaps would be better portrayed with a uniform, hard-edged face such as a sans-serif. If the subject or message speaks in an organic (human) tone, perhaps a serif face would be better.
Is it hard, or is it soft?
What message you trying to get across? Certainly you wouldn't use the same voice to tell someone about skin care as you might use to sell steel to builders. Is there an urgency to the message? Is it angry, sad, happy, soothing, tired, bewildered? What? Take a look at the weight and feel of your typeface - the proportions, style, form and shape. Are the letters close or spaced out, rounded or square? If you are a construction company do you really want a curly, girlie font, or a beauty therapist with a square heavy font?
Logo Corporate Identity and Branding
A good designer will be able to choose the right typeface for your business. Knowing the different fonts and having years of experience the process of choosing the right font becomes almost involuntary and the designer will arrive at the the perfect face for the job.
Logos can afford to be more adventurous as there probably won't be a great deal of text and so readability is less important - but that's another matter altogether.