Should You Use a Font for Your Logo? Here’s How I See It

For me, the biggest red flag is licensing. Owning a font for web or desktop use doesn’t automatically give you the right to use it as a trademarked logo. Some EULAs (End User License Agreements) specifically forbid it. If you miss that detail, you could be exposing your brand legally.

The second problem is trademark protection. A logo should be unique enough to register and defend. But if it’s literally just typed out text in a font anyone can buy, it may not qualify. Worse, your competitors could end up looking uncomfortably similar.

And, of course, there’s distinctiveness. A logo is the face of your brand. If it looks like dozens of others because it’s based on a common font, you lose a huge part of what makes your brand recognizable.

That said, I don’t think using a font for a logo is always wrong. There are scenarios where it makes sense:

If you’re working with a very tight budget and a fully custom logo just isn’t an option.
If the logo is more of a supporting mark rather than the main identifier of your brand.
If you’re fully aware of the risks (less uniqueness, limited protection) and are comfortable with that trade-off.

I’ve seen brands take this route and it can work — but usually as a temporary or secondary solution.

If you really want to base your logo on a font, here’s how I’d approach it:

Read the license carefully — make sure trademark use is permitted. If it’s unclear, reach out to the foundry.
Make custom modifications — tweak the letterforms, adjust proportions, or add unique graphic elements so the logo feels distinct (I have to underline again: it should be done according to the license)
Think about the long term — if your business grows, you’ll want a logo that can grow with it, without legal or branding headaches.
Weigh costs against brand value — sometimes it’s worth investing in a bespoke logotype up front. It can save you money (and stress) later