Once you can identify the best free logo creator and download it, the next critical factor that you need to consider in the logo design process is selecting the right typeface. The fact is that a great number of the world’s most popular brands are wordmarks, relying solely on typography to deliver their message.
In order to fully exploit your typography, listed below are our logo design tips.
Select Your Typeface Carefully
Sans serif font has been at the forefront of logo design in past years, often intertwined with the minimalist movement – Some of the examples include University of the Arts London, MasterCard, and Pentagram’s high-profile rebrands for Windows.
In 2015, Google replaces its longstanding serif logotype for a more advanced, contemporary sans serif. But you shouldn’t let trends influence your judgment and decision: you can still decide to opt for a serif font as your latest project, especially if you need a luxurious and stylish or conventional and professional feel, so utilize your time properly to research your options.
Tweak and Refine to Add Personality
If you use a popular typeface in a logotype, especially a near-ubiquitous variety such as Helvetica, then that implies that there will be more pressure on the other types of touch points, such as tone of voice, color palette, imagery and a host of others, to develop and boost the brand’s personality.
However, note that the setup of a non-complex logotype in an existing typeface require skillful tracking and kerning. Wide-tracked type can feel authoritative and sophisticated, while meticulous, tight kerning can bring individual letterforms together as an independent unit.
Once converted into a logotype form, the modification of the typeface can also facilitate smooth links between letterforms, or probably add a special twist to complement the tone of the brand – For instance, the cropping of letter terminals at complementary angles to deliver a sharp, progressive feel.
Opt for an Illustrated, Fully-Bespoke Type
Sometimes, an existing typeface won’t fit properly, so it is better to opt for a hand-drawn typographical treatment that will properly match the brand. Perhaps one major example that has been able to stand the test of time for ages is Coca-Cola.
Compared with its longstanding rival Pepsi, which has conveniently passed through seven major iterations, the popular brand has been sporting the same logo since the 1800s. If Coca-Coca had replaced that popular scrawling script with a sans serif, similar to what Pepsi did in the 1960s, it would have led to an uproar.
The point is straightforward: opt for a genuinely unique, customized variety spot-on and I assure that you have just acquired some powerful brand recognition with true longevity. (Although if everything turns awry, these free handwriting fonts are amazing options).
Explore Unfamiliar Letter Combinations
You shouldn’t restrict monograms to wedding invitations and dressing gowns, and when given the ideal treatment, company initials molded in form of typographic lockup can create a simple and effective emblem for a brand.
Sometimes even the most reserved typesetting can reveal unexpected ‘accidents’ that, when developed in the proper way, can generate twists of genius. One typical example is Landor’s FedEx mark, the concealed arrow between the ‘x’ and the ‘e’ redesigning the plain sans-serif logotype in a refined form. In fact, most notable logo design critics will admire the redesigned form.