There is a reason the typography exists. It makes the designing job pretty much easy as the logo makers don’t have to focus on the complexities of the design with the suitable letter forms. A professional considers many fonts before finalizing to evaluate if the font is really going with the business theme and fulfilling the design brief of the client. But how you know that a specific time is suitable to use a customized font matching the client’s requirements?
When the client asks
Obviously as it happens, if the client asks you to have unique elements in the design altogether, then have it. The market is bombarded with the logos and with so many logos there are so many typefaces and images which have become a standard and common in the designing circle, giving a same and common look. The less unique the logo looks the more efforts the client has to make to bring its business in the limelight. If the typeface is required for an established brand, then follow the systematic protocol to ensure that after the font change, target audience still recognizes and connects with the logo like before. Maintain the cohesion with the other visual elements to match the brand.
When font library is just not enoughThere is wide access to the free and low-priced fonts in the market. But, sometimes this isn't enough. To bring in the creativity and fulfill the client’s requirements, custom typeface becomes a necessity. Customized fonts are usually better than the free font depositories. Even slight custom modifications to the font library can result in required font. You just need to make sure that you are well aware of the basic typography rules like the composition, spacing, weights, etc. so that you can derive limitless variety form a certain font set.
When you need something differentIf a unique font is not up to your needs and the standard font doesn't satisfy the needs either, then you need to modify the existing font. This way the existing font has the general feel intact but after the customized treatment you add the certain something which makes it stand out from the crowd and attracts attention.
When you need learning about typesAs a logo maker you need to learn how it works; you need knowing the basic elements of designs. Build the confidence in you to do the custom type and polish your skills, keep learning and practicing. Focus on client satisfaction and give optimum results with quality, unique work.