? choosing the right font for your material is equally as important. In fact many incredibly successful products are almost synonymous with a certain kind of font. Think about Coca Cola's curved font or IBM's clear cut letters. Those fonts have become visually ingrained in peoples conception of the brand.
Choosing the right font type for your company logo is not just about recognisability, its also about choosing a font that communicates the right message to the general public. It has to do with congruently.