How important is typography when designing a brand logo?

[Mary]

Lately I’ve been thinking a lot about typography in logos. I’m currently working on branding for a small side project with a friend — it’s just a simple online store, but we want it to look professional from the start. At first we focused mostly on the icon part of the logo, but then a designer told us that the font itself can actually define the whole personality of the brand.
That got me wondering how much typography really matters. Some logos are just text, yet they still look strong and recognizable. I remember trying a few fonts myself and the mood changed completely each time — one looked too corporate, another too playful.
So now I’m curious how others approach this. Do you think the typeface is one of the most important parts of a logo, or is it just secondary compared to symbols and colors?

 

[Bobby]

Funny you mention that, because I went through almost the same situation when launching a small SaaS tool last year. We originally planned to design a logo with an icon, but the designer suggested focusing on a wordmark first. Once we tested different fonts, it became obvious how much typography shapes the identity — some felt modern and tech-oriented, while others looked more like something for a coffee shop.
When we were researching types of logos for startups, I found a page with a bunch of wordmark logo examples that helped us understand how brands rely purely on typography. Seeing how subtle spacing, letter shapes, and weight affect perception was honestly eye-opening.
From my experience, typography can carry the whole brand if it’s done well. It’s not just about picking a nice font — it’s about choosing something that reflects the personality of the business.

 

[Bernard]

Reading this thread reminded me how interesting branding discussions can be. Even though I’m not a designer myself, I often notice how certain brands just “feel right” visually without really understanding why. Sometimes it’s the colors, sometimes the layout, and sometimes it’s probably the lettering style. I’ve been following a few small businesses lately that share their rebranding process online, and it’s surprising how many small decisions go into something that looks simple at first glance. Things like spacing, proportions, and consistency across packaging or websites seem to matter a lot more than people realize. It’s kind of cool to see how creative and strategic branding can be at the same time.