Are you ready for step 4? We are heading to the credible logo finale. But no spoilers are allowed at this point. Today we are going through typography tips. Hope to help you choose the right font for your logo to transmit the right message and match the personality of your brand with the type’s personality.

Typography

Rule number one is legibility. You should imagine this logo from an outdoor to a business card size. Thus it has to be easily readable or identified, there is a rule made by the designer Jessica Hiche that I love. It’s called “rule Il1”. When you decide to use a Sans Serif font, type (i) on uppercase “I”, a lowercase (L) “l” and the number one  “1” side by side to see if you can distinguish them. In case you don’t, the ideal would be to change it so you don’t have comprehension problems. 

Typography style, as everything else we are discussing, need to represent your company. Each type has its personality, so pay attention to match the adjectives you defined to your brand at the planning step with the typography options. Some types are elegant, others are informal, others traditional. Based on Dan Mayer’s study and article I’ve come to this families and meanings:

Geometric Sans has two sides. The positive communicates clear, objective, modern and universal and the negative goes for cold, impersonal and boring.

Humanist Sans manage to have modern yet human, clear yet empathetic. But could be seen also as fake and not honest.

Old Style could be classic, traditional, readable or just classic and traditional.

Transitional and modern faces seem strong, stylish, dynamic. But attention,  they could seem too conspicuous and baroque to be classic or too old-fashioned to be truly modern.

If you still haven’t found something you could relate, here goes my table again. Now approaching types:

Do you have other suggestions or ideas to share? Let us know!