Above all with font selection… If you’re going to use more than one font, be sure they are complementary to each other. More than two fonts is rarely necessary – if ever.
Notice the lack of balance in CareerBuilder’s new logo compared to their old logo?
Ironically, this large brand seems to have gone backward, rather than forward with creating a modern, simple logo. Their old logo was balanced, consistent with font – using only a color change to distinguish the words. Orange and blue are great colors to use considering the audience of job seekers and employers. The new logo forces an unnecessary icon that doesn’t seem to connect with who they are or what they do. While unique, the font for Career seems more playful than serious, and is quite different than Builder in the logo. Before, there was a sense that career and builder had equal weight in the WHY for the company. Having BUILDER in a thin, smaller font also gives a sense of imbalance in the logo.
For an even greater example of conflicting fonts (and overall conflicting logo with images, colors, etc), look at the Plumbing Utah logo in the mix of logos below.