This picture has been making the rounds of the internet for a few years now. There’s a reason why it’s popular – it speaks the truth.
There are many occasions where poor font choice has let a good design down. And there are many where the fonts are the only good aspect of the design. My point is, font choice should be a conscious effort by the designer and should be a part of the design process and hence part of the creative decisions.
Fonts can also play an important part in branding your business. For example, playful fonts are great for toy stores, not so much for a legal firm. Fonts have the ability to project who you are and the tone of your business. Imagine if a funeral home used Comic Sans in their eDM?
The other thing to consider is that font choice does not stop after your logo creation. It should be applied wherever possible. For instance, on your website or brochure or anywhere your brand is represented, a suitable and consistent font should be used. It forms an important part of your brand identity.