Introduction to Logo Design
Creating logos isn’t always about arranging graphics on an Illustrator Artboard (or in some cases Indesign). Logo design is all about what impact it will add to the visual components of your brand. A logo without meaning is just a mark on a page. Giving it a life with a story will help the people see what you see in your creation.
These days we have a huge selecting of amazing to not-so-amazing fonts available to use for logo design. We can modify and tweak a font to suit the requirements of the brief to maintain the essence or even the uniqueness of the brand you are attempting to create.
A successful logo design is heavily dependant on how skillfully you can integrate a device of the logo with the typeface. I’ve noticed that designers get very creative and experimental, trying to push the boundaries when it comes to using typography. However, I have always said – is that ‘It is smarter to keep things simple and clean.’
If a brief requires designers to keep the design of the logo simple yet be ‘visually’ appealing, it is suggesting to go for a more minimalistic design and font. This means when creating a high-quality logo design, it comes down to the right selection that hits the sweet spot of typography which doesn’t just marry with the device it must feel that they are meant to be together. With such a wide range of typography available through Font Books software or even online, trying to figure out which typography approach to use is a huge challenge and takes a lot of practice.
Concepts that embody simplicity and abstract thinking are the backbones of our modern logo design world.
A modern logo design is all about producing both an attractive and simple type to communicate the business’s message tailored to their target audiences whereas creative and typographic fonts help make a lasting impact and impression on a brand.
In this digitised era of the logo design, the industry doesn’t lack in great font styles and types – so making something that stands out could be a challenge. Thoughtful selection and proper integration of typefaces are as significant in logo design, as is the incorporation of other visual elements. Coupling the right typeface with well-composed elements solidifies the personality of the brand gives it a concrete personality.
Recommended Logo Fonts
Here are a few typefaces that I feel are great to use for your logo.
With hundreds and thousands of font styles and types out there, choosing THE perfect one can be an overwhelming task for anyone – even the client. However, the job is half done if you know which typography to use and which font style to apply. Typography and font styling define and can highlight loads of different emotions like joy, boldness, nostalgia and other similar emotions.
So to assist you in making highly-expressive and creative logos, (in my opinion) here’s a list of some of my best fonts that could be applied to your next logo design
1 – Futura
Designed and introduced by Paul Renner, the basis of Futura is geometric shapes, specifically circles. This font is used mainly in advertisements and logo design. It’s a sans-serif typeface which consists of symmetric triangles, squares, and perfect circles, comprising of low contrast and new-even strokes. The lowercase lettering has tall ascenders while the uppercase lettering has proportionate characters. The unique design and geometry of this font style make it ideal for small text, huge displays, and commercial designs.
2 – Bodoni
Developed by Giambattista Bodoni, this classic typeface is based on rational structure. The Bodoni style is perfect for any eye-catching headlines and texts. The plain and un-bracketed serifs have contrasting strokes. The perfectly symmetrical and condensed structure and look of this typeface add a potential aesthetic look to the logo design.
3 – Foco
Created in 2006 by Fabio Hang and Veronika Burian, everything in this stylish font style is in circles. The high-legibility and unique structure of Foco enhances the creativity and the personality of the brand. Proper character spacing and lettering weights make this font style multi-functional and highly readable. Foco is widely-used in subtitling and logo taglines.
4 – Museo Sans
Designed in 2008 and founded by Jos Buivenga, this font style is an innovative version of Museo.
The Museo Sans font style is based on geometry and sans-serif. If you want to design a simple unique logo for a company, consider using this font style to keep it simple and aesthetic, due to the weights is has – never-ending possibilities.
5 – Brandon Grotesque
Created in 2009 by Hannes von Dohren, this font style adds a professional look to your logo design. Brandon Grotesque includes complex typography which could be quite helpful in making a retro-contemporary design. Consisting of matching italics and belonging to six weight sans serif types, this font style is one of my ultimate favourites to use and I feel is the best option for improving readability of the design.
6 – Rufina
Here is my wild card and something you might want to use too. Rufina is one of the latest additions. Introduced in 2016, Rufina is the creation of Martin Sommaruga. When it comes to basic design, Rufina is completely the opposite. It’s a blend of classic typography and stencil font design and styling, it has contrasting patterns and unique texture, allowing the designer to experiment with it which is not commonly found in many stencil typefaces. It introduces the artistic feeling and highlights the serviceability of the company and brand.
How does the font impact the audience?
The style and type of your font say a lot about your brand’s values. Most designers go for simple fonts and minimalistic design approaches because of simplicity – which is currently a trend with brands such as Burberry and Chanel leading the way on these. Simplicity establishes a respectable reputation for your brand. Whereas trendy font styles add futuristic values to your brand and could continue to shine for years to come. Each font style has a different impact on the psychology of the viewers.
Psychological Effects of Typefaces
Here are the psychological effects of some of the very basic font style and typefaces:
Sans-serif font style
Consisting of letterforms without the serifs. Most of the professional logo designers consider that this font style helps in giving an easy touch and playful feel to brand identity.
Script font style
Being quite similar to human handwriting. It is mostly used in formal invites and cards. However, it is regarded as a low-legibility font style.
Decorative font style
Unique and highly-stylised, these font styles enhance the personality of a brand. These font styles are best for reflecting originality in your design.
The role of font styling and typeface selection is a crucial one in the logo design process.
An unclear understanding of the fonts can lead to failure. Adobe Fonts and Google Fonts have a wide range of free fonts which you can adapt and use to your own advantage – so if you have access to these – go and download them even if you are wanting to play around then it’s a fun way to get started. Someone who taught me knows a lot about this is Jim Williams of Typetoken. Have a gander of his site for more inspiration.
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