Free font sites are plentiful, and the temptation is strong to pick from them to put a logo together quickly. The problem isn't so much quality as licensing: a font downloaded for free isn't necessarily usable in a commercial setting, still less as part of a logo.
Free, open, paid: three situations
- Free for personal use: you can use it for a private project, not for a business.
- Under an open licence (like many fonts from open libraries): commercial use is generally allowed, under the terms of the licence.
- Paid: the licence sets out the permitted uses (desktop, web, app, logo…) and the number of users.
Where to check the licence
Look for the licence on the download page, in the licence file included in the archive, or on the website of the foundry that created the font. If commercial use isn't clearly allowed, assume it isn't, and contact the author if in doubt.
The particular case of a logo
Some licences distinguish several uses (print, web, app, logo or trademark), and use in a logo may be dealt with separately. Since a logo is meant to be registered, printed and reproduced everywhere, it is the use case where it pays to be most careful. If in doubt, ask the foundry in writing whether use in a logo is covered.
Why customise the lettering
Even when the licence is valid, a very common font gives a logo with little distinctiveness: ten other businesses may have the same one. That is why logos are often reworked: spacing adjusted, letters modified, ligatures drawn, then converted to vector outlines. Choosing a typeface is covered in how to choose the right typeface for your logo (in French) and the role of typography in a logo.
Good practice
- Note the font name and keep the licence with your source files.
- Avoid dodgy copies of paid fonts downloaded from unofficial sites.
- Have the lettering vectorised, so the logo doesn't need the font installed.
- Plan the right licence if you use the same font on your website or documents.
Frequently asked questions about fonts and logos
Can a font from an open library always be used in a logo?
Generally yes, but each font's licence has to be read: some conditions may apply. If in doubt, contact the author or choose another font.
Why redraw the letters of a logo?
To get distinctive lettering, adjust the spacing and proportions, and prevent another logo using exactly the same font without any changes.
More questions about logo design
Who Owns a Logo: the Client or the Designer?
Copyright belongs first to the designer: the client only acquires use of the logo through a written assignment of rights. Read the article →
How Do You Check a Logo Doesn't Already Exist Before Adopting It?
Five checks reduce the risk: image search, trademark databases (INPI, EUIPO), sector, name and domains, professional advice. Read the article →
Can You Take Inspiration From a Competitor's Logo Without Risk?
Take inspiration, don't imitate: study the sector's codes, but avoid any resemblance that creates confusion with a competitor. Read the article →
What Should You Do If a Designer Doesn't Deliver the Source Files for Your Logo?
Re-read the quote, ask for the files in writing, then use the platform's remedies; failing that, a logo can be redrawn as a vector. Read the article →
What Common Mistakes Should Be Avoided When Creating a Logo?
The most frequent mistakes: unnecessary complexity, lack of originality, poor readability at small sizes, and no vector files. Read the article →
What File Formats Should I Request for a Logo So I Can Use It Across Different Materials?
A professional logo should be delivered as a vector file (SVG, PDF, EPS) for print, plus PNG and JPG exports for the web. Read the article →
How Can a Logo Strengthen a Small Business's Brand Image?
A good logo gives a small business instant credibility and consistency across all its materials, often before the first customer contact. Read the article →
See all questions about logo design →
My take as a designer
I rarely start from a font as it is for a logo: I rework the proportions, the spacing, sometimes the letters themselves. That is what separates "a name set in font X" from lettering that truly belongs to the business.
A free font can make a good starting point; it rarely makes a logo on its own.
To sum up
A free font isn't necessarily free for commercial use: each font's licence has to be read.
Use in a logo may be dealt with separately, and deserves written confirmation if in doubt.
Reworking and vectorising the lettering makes the logo more distinctive and safer.
