We’re a logo design studio in Essex and we’ve created many logo designs in our time for Essex based businesses. Whilst most clients have an idea about how they want their logo design to look, they have no idea about what type of fonts they should be using within their logo design or for the branding of their business.
The fonts used for a logo design are very important because they communicate a marketing message behind the logo design as much as any accompanying symbols. A logo design could be a font all on its own (aka logotypes). To help get a better idea of how fonts are used by creative design agencies within graphic design and logo designs, we’ve put together a little guide on how fonts and typography can be used to market your business, communicate with clients and provide style for any piece of graphic design.
Picking Business Logo Designs & Fonts
When you look at the photo below your brain will react and create a first impression. Ideas, messages and feelings will typically form into your head as your eyes take in the model, her looks, clothes and pose as well as the overall setup and tone of the photo, forming an idea of character or story about the lady.
When you look at the next photo below your brain will once again do the same thing but this time the result will be different even though it’s the same model. You’ll probably see her in a different light because her visual characteristics have changed.
What has this got to do with picking a font for your business logo design?
Like people, fonts have visual characteristics which can be used to judge them but a font’s identifiable characteristics are subtle.
You can identify and judge a person through visual characteristics such as their skin colour, hair colour, style, size, length and weight.
To identify and judge a logotype or font you can use several general type characteristics. These characteristics define and create an underlying message to your customers.
Serifs on fonts
Serifs are the little bits which hang off of the end of a letters. They add clarity and style to a font or logo design and are generally a more traditional or classic element used through the ages of writing to provide a sense of prestige. They can be sharp slabbed or take on any shape as long as there are present.
A font without serifs is like striping away all the décor to be left with something minimalistically modern. Sans-serifs in its basic form creates a conservative yet contemporary image for logo designs.
The weight of a font relates to how thick the stroke is. Different weightings are classified as :
Something thicker creates a brave impact whilst something thin is a subtle approach for a logo design.
Spacing, Tracking & Kerning on logo design fonts
Are the letters condensed or extremely spaced out. Condensing a set of letters might make a cuter, well rounded word whilst spreading letters out may signify a clearer message that’s easier to read. Kerning represents the spacing between letters as designed by the author whilst tracking represents a value of space given to the overall use of letters.
Increasing or decreasing any of these characteristics too much and you’ll end with a logo that looks too hard to read.
The weight may be bold or thin but how about the amount of space the individual letter takes up. It could be a round fat letter which uses two spaces or a thin letter using little space. Each one sends out a different style and message for your logo design.
Unique characters for logo designs
Every font is different so look out for the unique characteristics such as gaps, styling or odd versions of any of the above as this will be a tell-tale sign as to what that font is trying to communicate.
The above characteristics are the general typical interpretation used to decipher a font but what if we put them in different clothes.
Adding a different colour, layout or changing any of the unlimited general elements above (even slightly) can create a significantly different message. With endless possibilities how can you communicate the right message for your business brand.
Hire a graphic designer
They’ll have a library of varied fonts and know how to produce the right message for you by using the right combination of elements.
Next time you see a logo design, poster, or credits for a tv program think about the above elements and you should be able to tell what message is being projected without even reading the word.
With regards to film logo designs you’ll even be able to tell what type of film it will be based on font used in the opening credits.