My client insisted on a free font for their logo versus paying for a custom one. The custom one won the pitch by a mile.

3 comments

3 Comments

Consider how many people will actually notice the difference. A free font can look great if it's chosen well and fits the brand. The real test is if the logo works for the client's business, not just which option won a pitch.

the_patricia1mo ago

Wait, are we really talking about using free fonts for a logo?! That's a huge risk! A logo needs to be unique and ownable, and a free font means anyone can use it. It totally undercuts the whole point of a custom brand identity. The client is paying for something that should be theirs alone, not a template.

susana661mo ago

Ellis has a good point about the logo needing to work for the business first. Most people won't know what font was used. A free font can be changed enough to feel unique, and the real brand identity comes from more than just the typeface. It's about the whole look and feel. Spending a ton on a custom font doesn't always make sense for every client's budget or needs.