A Response To "How To Choose A Font"

 Regarding the aesthetic properties of a typeface, I think it definitely plays a part in all media and logos today. Let's look at these different fast-food franchises.

Burger King Logo

As you can see with this logo it utilizes the shape of the "burger" to shape its words. The letters are bold yet aloof and the spacing between them is close with each letter to keep the shape of the logo altogether with the K overlapping the blue stripe a little.

McDonald's Logo

With this logo, it follows a more understandable font. It is thick in lines and has a serif type with the A and a little with the N as well. This draws customers in because it is legible to anyone especially a little kid learning their ABCs with the big M in the background with an aloof and droopy curvature. It draws younger audiences in because just by those two big yellow arches they can instantly realize the meaning and would want to beg their parents to go there for a happy meal. Note: The M is on their happy meal as well.