When designing a logo I always ask the client about what font are you looking to work with? I usually know what I want to use anyway but I always want their input. 50% of the times they say “Doesn’t really matter…I don’t care!”. Wow….huge mistake!!
Your logo is your brand and so if your font choice. Your font should have character, style, and portray your image or expression properly. So what does this mean?
Ok, say you are a architect working on getting your logo done…you should avoid fonts that are whimsical, cute, old fashioned or even bold. You would want to use fonts that are sleek, modern, and professional.
Below is a do and don’t:
|First Font: Wrong Font Choice|
|Second Font: Wrong Choice
Another example of correct font choice would be in the logo below! The client wanted a font that is friendly, bigger in size, and an american style.
|Font Choice: SF Collegiate….An All American Retro Style Font
This is a prime example of font choice along with choice of medium. You have to use your instinct but also go with the industry norm! When it comes to font choice, it’s important to consider the fonts weight, x-height, italic, and tradition! A font is like clothing, it’s used to portray stature, style, mood, your professionalism, your anti-professionalism and more!
Remember the small details are what can make or break your design and branding.
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