3 ] what impression does the font used in your logo impress upon to potential clients?
Similarly to colour, fonts give an impression and when used together with your brand colour palette can either emphasise and strengthen the impression you make or be confusing if the two things don't align.
Like colour, font has a historical background that also is based on technical advancement in the world of the printing press and technological advancement in computing. Once example is the typeface known as 'Times' or 'Times New Roman' created especially for The Times newspaper, it's synonymous with traditional and respectable qualities. It also runs the risk of being perceived as stuffy. Also, being a serif font gives it an air of wisdom and authority.
Again, it adds to the overall impression of your business – how expensive it is, how you'll be treated as a customer…