Logo fonts are essential for the visual appearance of your brand name. Pair one of these free logo fonts with an icon, and you are ready to start your business. Font choice is a critical element of logo design. By changing your logo font, you can completely change your brand’s mood and message. Your font even has the power to influence your customer’s thoughts and emotions! Rolex, Prada, and Mercedes-Benz are traditional and luxurious brands that use serif fonts in their logos.