A company’s logo is the graphical embodiment of its values and branding identity. A successful logo will look seamless and fitting, throughout the passage of time.
Unsurprisingly, there are many aspects to consider during design, one of which is typography. Different typefaces can transform the meaning of your logo and in turn the representation of your company. The choice of script can alter the connotations from your design from goofy to sophisticated, from dainty to imposing. Added to this, there are no hard and fast rules to determine what typography you should decide upon. The decision cannot be made from looking at previous data. Typography is an art and while this can make the decision harder, that typography is not a science governed by rules is a cause to rejoice.
In today’s post we will provide some typography inspiration for even the most font fatigued. Perhaps you have scanned dozens of typefaces and not found one appropriate, always found yourself wondering about the typeface another designers logo uses or are just in awe about how a simple script change can alter the perception of a company so dramatically, this is the article for you.
Here are some examples of logos using typography to evoke a reaction.
Twins communications are described as a bold and creative team. Designed by Action Designer the bold typeface was chosen to reflect the essence of the entrepreneurs and their bold approach to business. The letters are also compressed, further compounding the denseness and power of the brand and logo. The font was also chosen because the number 2 could be integrated to embody the creativeness of their ideas.
Facebook uses elegant and straight sided characters in a slight modification of the Klavica font. Designed by Joe Kral and Cuban Council it alters Klavika by clustering spacing, creating wider lettershapes and putting forward a simpler version of Klavikas unique ‘k’.
Klavika is a well crafted but essentially simple, square typeface design. The magic of facebooks use of typeface here is its modification of a classic font to determine the identity and produce a logo that is simple yet unique. Klavika has a jagged look, making a great choice for distinctiveness. However for facebook this also meant there was an awkward meeting between the ‘f’ and ‘a’ of facebook. To rectify this they straightened the clash out, widened the ‘c’ so it was compatible with the ‘e’ and pushed the Klavika’s disconnected ‘k’ together.
Facebooks typography shows us what fonts are simple yet distinctive but also how they can be manipulated to create an even more powerful look. Klavika is versatile and memorable, but Cuban Council’s modifications give a fluidness and solidity befitting the facebook brand.
American Apparel, American Airways and Skype
Where legibility and typography shape in combination is a concern, many designers turn to the font that has taken over the world of logo design, Helevetica.
Helevtica is used in many of the worlds most recognizable logos, from Microsoft to the New York Subway system to Jeep. At over fifty years old it remains extremely popular, although it may be considered to have a generic look, its popularity is in fact down to the accessibility and inoffensiveness of its letter form. It conveys honesty and invites trust, with a tiny flourish of quirk that prevents it from portraying overbearing authority. This modern, clean style conveys the characteristics most companies want to be seen as possessing. Even where it has been applied in a corporate setting it still manages to evoke a feeling of friendly homeliness.
Also an advantage of Helevetica is its usability. Logo’s need to work in various media and versions, from the back of a can of soda, to a huge billboard. The clean lines and absence of distracteing serifs and flourished mean that it can be placed on a multitude of surfaces and in varying sizes.
Such a choice illustrates the importance of considering the application of your logo when deciding on a typeface. The American Airline Logo needed to be readable during motion, on the side of a place and during take off and language. By choosing Helevetica they ensured that their logo would have long standing impact by being readable in all circumstances, as well as emitting a brand identity of functionality.
Interest in typography is an increasingly popular trend in logo design. Whether creating a completely unique font or using a classic, the decision needs to be carefully considered with thought to mood, connotations and importantly, application.
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