Logos use display typeface that are unique from other fonts.

Serif – used to show stability, value, trust, classiness

Sans Serif (without serifs) – seen as modern, legible

Titles vs body – titles tend to be bolded ...

• Blue: Trustworthiness, peace, calm, serenity, stability
• Red: Love, energy, passion, danger, aggression
• Yellow: Happiness, energy, optimism, fear
• Green: Nature, growth, harmony, peace
• Orange: Energy, enthusiasm ...