Choosing the best font for your logo depends on several factors, including your brand identity, target audience, and the message you want to convey. Fonts play a significant role in logo design, as they can evoke emotions and communicate the personality of your brand. Here are some popular font categories and their associated characteristics to consider:

1. Serif Fonts: Serif fonts have small lines or strokes (serifs) at the ends of characters. They are often seen as traditional, reliable, and elegant. Examples include Times New Roman and Georgia. Serif fonts can work well for brands that want to convey a sense of tradition, professionalism, or sophistication.
2. Sans-serif Fonts: Sans-serif fonts are clean and simple, without the decorative serifs. They are modern, minimalistic, and often seen as straightforward and approachable. Examples include Helvetica and Arial. Sans-serif fonts are popular for tech companies and brands aiming for a clean, contemporary look.
3. Script Fonts: Script fonts mimic handwriting and can convey a sense of creativity, elegance, and personalization. They work well for brands in the beauty, fashion, or luxury industries. However, they can be harder to read in small sizes.
4. Display Fonts: Display fonts are decorative and highly stylized. They can be bold, playful, or artistic, depending on the design. These fonts are often used for logos that want to make a strong visual statement. Examples include Brush Script and Impact.