Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Choosing the right typeface for the message

From: Designing a Logo

Video: Choosing the right typeface for the message

Take a look at these logos. I'm sure you recognize them all. What they have in common is there are all nothing but type. There is no illustration there. It's all just letters. So that means that even though we may not be Illustrators, we can create impactful and successful logos that really convey an image working with type alone. But of course we need to use our type skillfully. So let's take a look at some suggestions for working with type in logos. So here are some suggestions for working with type in your logos. As we saw before every front has its own personality. Typefaces are like clothes.

Choosing the right typeface for the message

Take a look at these logos. I'm sure you recognize them all. What they have in common is there are all nothing but type. There is no illustration there. It's all just letters. So that means that even though we may not be Illustrators, we can create impactful and successful logos that really convey an image working with type alone. But of course we need to use our type skillfully. So let's take a look at some suggestions for working with type in logos. So here are some suggestions for working with type in your logos. As we saw before every front has its own personality. Typefaces are like clothes.

You don't want to be caught wearing the wrong clothes for the wrong occasion and we want to keep things simple. Here we are again with that recurring theme; keep it simple. No more than two fonts. In fact, you probably only want to use one font in your logo. Very few logos use more than two fonts. And while it may be tempting to experiment with these fun fonts, chances are that they are going to give your logo a very dated look very quickly. So you want to stay away from fun fonts. And if you want to use scripts, now scripts can convey a very kind of informal feel to your logo. Rather than just choosing up script typeface from the font menu, instead do your own script. Make your own calligraphy. That way it's going to really embody your character.

As we saw in the previous video, not any all type will do. We need to choose an effective typeface for the message, to convey the image of the company that we are working for. And in order to do that we need to make some broad distinctions between the different typefaces that we have available to us. And the broadest distinction we can make is Serif, Sans Serif and Script. So let's take a look at an example of each of those. So here I have on screen Sans Serif, Serif, Script. So beginning at the top, the Sans Serif font. By Sans we mean without and that means that letters do not have any of the ticks on the ends. So they are more minimal in their letter shapes and then obviously at the bottom we have got the Script. Let's look now at some logos that use Sans Serif type, some that use Serif, and some that use Script. And we will see if we can make any broad statements, come to any conclusions about the type of image that these different types of typeface convey.

So here's some very recognizable logos using San Serif typefaces, and now some that use Serif, and now some that use Script. So broadly speaking I think we can say from this fairly random sampling that San Serif typefaces are apt to give you a more modern, contemporary, and a more simple, straightforward, more minimal look to your logo. Serif typefaces are apt to give you a more established, more sophisticated, more elegant look.

Now that's a very, very broad sweeping statement and you may be thinking well wait a minute, what about this example and that example and you are right. It's a very broad statement, but I think broadly speaking it's true. And then thirdly, I think we can say that Script typefaces convey a more friendly, more informal feel. Now I want to make an important point about working with Script typefaces because if you want to use a hand- lettered script in your logo then hand-letter it. Don't bother with a script that you can choose from a Font menu.

Because when you do that every A is going to be the same as every other A, every E, the same as every other E. It's going against the very nature of the hand-drawn quality that you are trying to convey. So one of the things that we will be looking at is, how to create your own script. But next, we are going look at working with some basic type variables. Experimenting with casing and tracking and stacking the letters and adjusting the relative scales of the words. That's coming up in the next video.

Show transcript

This video is part of

Image for Designing a Logo
Designing a Logo

31 video lessons · 57892 viewers

Nigel French
Author

 

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Join now "Already a member? Log in

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Designing a Logo.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.