Typography is one of those small touches that make a business stand out among its peers. Whether you are putting out an ad in the yellow pages or you're creating an online campaign for your company, the font you use is very important. Many businesses do not take this final touch seriously and it really effects how customers see their company. The font really can reflect how professional your business can appear and if your marketing department thinks using Papyrus or Comic Sans is fine then they should be sacked. Here are some points to ponder upon when you are going over fonts for your company.
What is your business about?
If you are a high tech company you shouldn't have a font that is made of wood beams. The font you use for your company should fit into the marketplace of your company. That doesn't mean you should be so invisible that your company name doesn't stand out from the rest of your competitors, but it also means you shouldn't use a bright pink and bubble puffed font if you're Amazon. Unless that's a joke from Amazon.
Is your font your logo?
If that is the case then a simple font isn't going to be good enough. You are going to have to think of a design that works within a font style. You can use a font as your logo, but it cannot be the standard fonts you find in Photoshop. In situations such as this you should find a font on the web, download it, and boom you are getting a logo and font in one shot.
What's your budget?
If you have zero budget then the font as your logo route will be the best solution for you. If you have some cash then we would recommend hiring a graphic designer to design a one of a kind logo. A logo can speak volumes about your business, be sure you get the best.