This is one of those things you learn the hard way. There are some beautiful and elegant slender typefaces out there which look great in designs...mostly serif fonts. In practical uses though, such fonts can be troublesome. In particular, any sort of printing on low-quality paper such as newsprint or the rough/coarse paper commonly used in yellow page ads causes problems. These types of cheaper paper are usually highly absorbent of ink...much more so than common coated and uncoated paper stock. Sometimes the ink will bleed and the text will get distorted...often to the extent that it cannot be read (not good if you are trying to get new business). This problem can become magnified with unusually small font sizes and with reverse print text.
Other problem areas include faxing and cheap, black/white coping of the logo. This can cause significant image deterioration. The solution to this is obvious...use a thick typeface for your logo. See the image at left. The first fonts are slender typefaces, with the ones at bottom using thicker fonts. It is clear that the ones at the bottom are easier to read and would cause the least amount of printing problems on newsprint and yellow page advertisements. Don’t feel that this is set in stone...if a slender font looks great on your design...go for it. Just be aware of the problems inherent in using this type of font in your logo design.