Choosing the right font decides the fate of logo design, so it is extremely important to have a good command of the basics of type design. The logo should be as simple as possible and at the same time convey a certain meaning. To achieve this, the designer must consider all aspects of the logo design with fonts.
Don’t use too many fonts or weights (maximum two). Don’t use standard, weird, too narrow fonts. Pay attention to the character spacing, set spacing, size, and most importantly – choose a font that is suitable for the logo in a particular project.
BAD CHOICE OF FONT
As we wrote in the previous point, the choice of font decides the fate of the entire design. The selection of the font can sometimes take no less time than the creation of the logo image itself, and haste is not justified here.
I suggest taking your time to consider all the font options that could be used in a particular project, then narrow down their circle and check how well each of them fits with the image. Don’t be discouraged by the need to buy a custom font, modify an existing one, or even create your own. Also, don’t forget that the logo font should fit in with the entire brand identity and be compatible with other fonts and designs.
TOO DIFFICULT, TOO ABSTRACT
Simple logos are easier to remember because they are easier to recognize. However, they are well remembered and differ from others only by those logos that have some unique properties but are not overloaded with unnecessary details.
Due to the simplicity of execution, the logo becomes not only memorable but also multifunctional, retaining all its functions when used on various information resources, materials, and means. For example, a logo must remain effective on both postage-stamp-sized media and stand-sized media. An overly abstract logo is also not worth making.
CALCULATION FOR SPECIAL EFFECTS OR COLOR
If a logo needs color or special effects to be effective, then it’s not an effective logo. To avoid this trap, first, make the logo in black and white and only then add effects or color. This will allow you to focus on form and meaning, rather than effects. Avoid using drop shadows, embossing, and other layer styles to “shine” your logo – a good logo will catch attention on its own. You can also work on different versions of the logo to make sure it looks equally effective in both color and neutral gray.
USING RASTER IMAGES
When creating a logo, you should use programs for working with vector images, such as Adobe Illustrator, so that later, if necessary, the logo can be resized without loss of quality and used on various information resources and materials. Because a vector image is made up of mathematical points, it remains accurate and consistent no matter where and at what size it is used. A bitmap (made up of pixels, such as an image in Adobe Photoshop) is not scalable, which means that it cannot be used to apply a large image. For this reason, we recommend using vector image software to create logos.
USING THE MONOGRAM
Another common mistake of amateur designers is an attempt to create a monogram from the initial letters of the company name (for example, they will try to write B and H in the Bob’s Hardware logo). While this may seem like a good option at first glance, in reality, it turns out that it is not so easy to build trust with the audience or convey the desired meaning through the initial letters of words. Of course, nothing prevents you from trying this approach, but don’t stop there, unless you manage to create a truly original, creative, and memorable image that reflects the company’s mission. The names of the companies HP, FedEx, IBM, GM were not originally acronyms, they began to be used in abbreviated form only after many years of work and gaining a stable reputation.
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