Font choice does more work than most people expect — it can make the same word read as playful, premium, corporate, or handmade, entirely independent of color or icon.
Start from what the font needs to communicate
Serif fonts (with small strokes at the letter ends) tend to read as established, traditional, or editorial. Sans-serif fonts read as modern, clean and approachable. Script fonts read as personal, elegant or handmade. Match the choice to what you want customers to feel, not to personal preference alone.
Test legibility at small sizes early
A font that looks elegant at large presentation size can become illegible shrunk to a favicon or an app icon. Test any candidate font at genuinely small sizes before committing — this catches problems a large mockup will hide.
Check what your competitors are using
If every competitor in your category uses a similar rounded sans-serif, using the same style makes you blend in rather than stand out — even if it's technically a "safe" choice.
Avoid trend-driven fonts for a long-term mark
Fonts that feel current can date a logo quickly once the trend passes. For a mark meant to last years, a more restrained, well-proportioned typeface tends to age better than a currently-fashionable one.
Consider licensing
Many high-quality fonts require a commercial license for logo use — confirm your designer has secured proper licensing rather than using a free font with unclear commercial terms.
The short version
Choose a font family based on what it needs to communicate, test it small before committing, check what competitors already use, and favor restraint over trend for a mark meant to last.