Once you’ve picked out your logo font, it can be tempting to use that font for every instance of your business’s name. After all, choosing that font was a time-consuming and difficult task – and, now that you have it, you want to use that beautiful font as much as possible.
But, if you use your font on every instance of your company’s name, then it can actually harm your brand:
- It dilutes the special emphasis that should be put on your logo. Your logo is the “superhero” of your brand – and it should get to live in its’ own spotlight.
- It pulls the emphasis in your text to the wrong place. Your company’s name, while it’s important, isn’t the most important thing for your readers to see or read. You want your reader to read about the benefits of your product or service – how you can help them, not just who you are. So, your company name should be treated the same as your other text, while your benefits can be bolded to bring emphasis. I still don’t recommend creating even your benefits using your specialized logo font, though, because that causes other problems (see the next 2 bullets for details).
- You’ll have to create the text as a graphic. Websites can only display a limited number of fonts – they pull fonts off of your visitor’s computer to show the fonts in the browser frame. And, most visitors will only have the default fonts that come with their computers available – this is a very small list, and your logo font most likely isn’t on it.
- Graphical text is bad for search engine optimization. You want your company to come up when you search for its’ name in Google, right? But, if you customize your company name to appear as a graphic, Google won’t be able to see it – so putting your name in a custom font can make it harder to rank well for your own name.
- It makes the spacing of the text on your website look strange. Including text as an image, in-line with other text, often doesn’t work well. It’s very difficult to make a customized font the same line height as your text in a browser – and if it’s smaller, it will look weird, and if it’s taller, it will throw off the space between the lines.
I recommend just using your logo font on your name in your logo – and letting instances of your business name in your body copy be in plain text.