When I create a logo, I usually start by choosing a font. Deciding on the right font for your logo design is the most crucial part of the graphic design process. There are literally millions of fonts to choose from. I will help you simplify the process and navigate the vast world of typography.
1. Look at your brand personality
What words would you associate with it? What adjectives describe your brand? Is it masculine or feminine? Is it strong and mighty, or soft and dainty? What will your brand positioning be in the marketplace? Think of five words that describe your brand. You’ll be looking for typefaces that communicate the personality of your brand or product.
2. Really Look at the fonts you have to choose from
We work in two programs, Adobe Illustrator and Adobe Photoshop, but all programs have many typeface options to choose from. Type out the name of your product ten times and select each one, making it a different font. I’m only suggesting ten randomly. You will most likely look at your product name in many more font styles before you’re through. Look at the characteristics of the faces, bold, italic, script, thick, thin.
When I design a brand logo, I look at the letterforms of the name of the product. Are there more ascenders (letters like “d” and “b” that have a tall letterform that “ascends” the baseline) or descenders (letters like “p” and “g’” that drop below the baseline)? Are there more round letters, like “o” and “c”, or straight letters like “m” and “v”? All these are key factors in the typeface I choose.
3. Look for opportunities to personalize your font choice
I look for letterforms that I can manipulate to make my logo design more “ownable” something no one else has, something unique to my brand.
When designing a custom font, make sure to use font styles that feel like your business or product
I’ve been working with typography for many years. I actually love it. I love looking at the different styles of fonts. I love working with type to form new and unique logo designs. I love working with the shapes of positive and negative spaces in the letterforms. Most of all, I love it when I’ve picked some great fonts for a particular project, and I start playing around and manipulating them and they start to ”sing”, meaning, they start to come together and look excellent! When you create a logo, enjoy the process of playing with typography and fonts.
If you’d like us to evaluate your current branding and give you some ideas as you create a logo or improving your logo, give us a call! (914) 582-9353