I had a really interesting conversation with someone a couple of days ago about fonts. Mike had picked Verdana for his logo because he recognised that it was a font he could consistently used across the board – website, emails and print. You’ll probably know my views on using Verdana as a part of your logo (if not, find out more here), but that aside, I could see why Mike had chosen to do what he had. After all, consistency is one of the things many small businesses are weak on. So I admired his attention to his brand identity. But it did raise some interesting points.
I agree absolutely that you should have a ‘house font’ for all of your marketing collateral. Now unless you want to restrict yourself to Arial, Verdana or Times, I’d recommend that you have one font for printed literature, and select one ‘second best’ font for all your online stuff. People are much more forgiving of online fonts – and to be frank, you don’t have much choice online.
What I’d never recommend is using the font you’ve used in your logo in your body copy. Quite simply because it weakens the logo. By all means use a complimentary font, as in the example above (you’ll probably need to click on the image so that you can see it); or use a contrasting font. But try to avoid using the same font. It makes your logo look less of a logo and more of just type.