Join Nigel French for an in-depth discussion in this video Evaluating typefaces, part of Designing a Logo for a Band.
…Now that I've explored basic type options, casing,…white alignment, tracking, let's explore some different typeface choices.…As I mentioned, my client expressed a…strong preference for an italicized, heavy sans serif.…They also mentioned that they like film noir…on the opening credits of Alfred Hitchcock movies.…Importantly, they've said to avoid, and I quote, slick, modern, or flashy.…Also, as I mentioned earlier, I'm avoiding color at…this stage because the logo needs to work in…black and white as well as color and because…I want to approach color as its own separate step.…
I think the adjectives that my client has mentioned: stark, intense, taught,…dreamy and cool are best conveyed with a condensed or even compressed typeface.…And I'm also looking for one that has not so…rounded S's as most of these San Serif typefaces unfortunately do.…You can see that the Interface has a very rounded S, as does PT Sans.…Less so, but even so the Franklin Gothic is also a bit too rounded,…but when we come to alternate Gothic number 1, to…
Want more information about building a solid logo? Check out Nigel's Designing a Logo Topics include:
- Exploring type casing, weight, and alignment
- Evaluating typefaces
- Adding an enclosing shape or lines
- Presenting different ideas to clients
- Choosing colors
- Fine-tuning the design
- Saving separate versions of the logo
Skill Level Intermediate
1. The Design Brief
2. Exploring Ideas
3. Presenting Ideas
4. Finessing Ideas
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