When it comes to branding and especially a brand name. It is vital that typography is kept simplistic. That's not just me making a bold statement. That's a fact, which has been proven time and again over the years. The fact remains that the ONLY brands who achieve great success and brand recognition are the brands with the simplest typefaces and typography when it comes to their branding.
There are exceptions to it and in rare circumstances, some brands have become incredibly successful with flowing typefaces. And if you say to me that you'll be one of those rare brands because you're special. I'd be saying that you like to make business life as difficult for yourself as possible.
Are softer typefaces related to being more feminine? Do they create an overall impression of a brand being beautiful? The simple answer is... no.
The most important factor when it comes to your brand name and the typeface or the font you choose to represent your brand names is the following...
The simpler your typeface is the more memorable it is. That little fact has scientific reasoning behind it. In short, simpler fonts create and build brand recognition the most effective way. Unless you have a huge marketing budget, staying away from complicated fonts or a typeface that flows, would be a wise decision for your brand.
Typography in logos when utilsed wisely can bring the desired balance between the two. Typographic logos seem to be the simplest logo designs and the least creative, but it is the most effective. Professional and creative approaches can make your brand not only memorable but also trusted and loved.
There are so many other ways to create softer edges for your brand, typefaces and typography should not be included in that particular strategy.
There is great beauty in simplicity.