Typography can make or break a logo. The choice of font speaks volumes about the brand's personality. When I am designing a logo, I pay close attention to the typography, ensuring that it aligns with the brand's identity. For a modern and sleek brand, a sans-serif font might be the perfect choice, while a serif font could lend a more traditional and trustworthy feel. The size, spacing, and weight of the text all play a role in how the logo is perceived. I always test different variations to see what works best and ensure that the typography complements the overall design rather than competing with it.