The Ultimate Guide to Typography & Logos. In which we discuss font use in identity design PLUS 30 type-related terms and concepts you really should know before designing a logo. Almost every logo will feature a type component, generally the company name – perhaps a tagline or strapline – and this part of a logo is as important as the icon or symbol it sits under, on top or around. Selecting an appropriate typeface is every bit as critical to the success of any particular design, though this step is often viewed by designers and clients as a “throwaway” – a final step where some letters are slapped ad hoc on top of the graphic centerpiece. Trouble is, in this era of social media and adaptable logos, there will be times when it’s necessary for the logotype to stand on its own, and it behooves us to pay as much attention to the type portion.

2. Amajorityoflogosusesomeformof
typography.
Typecanindicatespeed,authority,
discount,hi-tech&more.
Let’sexplorethepossibilities.
Amajorityoflogosusesomeformof
typography.
Typecanindicatespeed,authority,
discount,hi-tech&more.
Let’sexplorethepossibilities.
Type in a Logo

3. You’llneedtobefamiliarwithsome:
Typographic Terms

4. Glyphisanoldtypesettingterm.
Itsimplymeanstypecharacters.
Glyphs

5. Typefaceisthecorrecttermforthe
characterorglyphsetinafont.
Alsoreferredtoastype.
Typefaces

6. Fontsarethecomputerfilesthat
containglyphssetintypefaces.
Fontsaresoftware.
Sometimesusedtodescribetypefaces.
Fonts

7. Licensed Fonts
Fontsetsareaworthwhileinvestment.
Charactersetsarecomplete,fontsare
availableasfamiliesandvectorsare
cleanwhenoutlined.
Licensedfontscannotbedistributed
aspartofalogodesignproject.

8. Freefontsareavailableonline
butmakesurethey’relegal.
Fontsaresoftwarearemaybe
subjecttocopyright&licensing.
Somefreefontsmayrequirecleanup.
Free Fonts

9. Customlogotypeisthegoldstandard,
butoff-the-shelffontsareperfectly
acceptable.
Withsomanyoptionsavailablethat
CANbemodified,whyre-inventthe
wheel?
Type in a Logo

10. Feet&hatsattop&bottom.
ie:Times,Baskerville,Trajan.
Typefaces

11. SansisFrenchforwithout.
ie:Helvetica,Arial,Futura,Univers.
Typefaces

12. Blocksattop,bottom&endings.
Bold,industrial,authoritative.
Typefaces

13. Fancytypewithflowingletters.
Watchforlegibility!
Typefaces

14. Typefaces
Typethatlookslikehandwriting.
Informal,friendly&personable.

15. Handdrawn&organic.
Whimsical,playful,unique.
Typefaces

16. Howboldyourtypeis:
Fromultra-lighttoultra-black.
Typestyle Weights

17. Italictypehasbeendesigned:
Typeface Styles
Indicatesspeed,emphasis.

18. Typeface Styles
Obliquetypehasbeensheared:
CanbeappliedtoANYtype.

19. Condensedtypeisathinnerversion.
Usedforlongerwordsinlogos.
Typeface Styles

20. Smooshingtypecandistorttype.
(ThereisnoHelveticaSmooshed.)
Typeface Styles

21. Extendedtypeiswiderhorizontally.
Suitableforshortnamesinlogos.
Typeface Styles

22. Typeface Styles
Simplystretchingtypedistortsuprights.
(ThereisnoEurostyleStretched.)

23. Wordsthatusecapitallettersonly.
Verycommoninlogodesign.
Types of Setups

24. Types of Setups
Allcapitalsbutlargerinitialletters.
Anoptioninmostdesignsoftware.

25. Mayfeatureweightdifferences.
Largerlettersmayneedtobetrimmed.
Types of Setups

26. Wordswithcapitalletters,nospaces.
MadepopularwiththeInternet.
Types of Setups

27. Type on a Path
Wecanmaketypewalkalongshapes.
Gimmickybutusefulforsomelogos.

28. Typecanbewrappedaroundcircles.
Mayrequireeditingforbaselineangles.
Type on a Path

29. Typecanbewarpedintoshapes.
Filtersareavailablebutby-handisbest.
Warped Type

30. Alignmentoftextwithicons&symbols.
Justification
Mostmodernlogosareadaptable.

31. Thespacebetweenlinesoftype:
Canaffectreadability.
Type Leading

32. TheGLOBALspacingoftype.
Avoidtootightortoowide.
Type Tracking

33. Thespacingbetweenindiviualletters.
Autokerningisokay,butbyeyeisbest.
Type Kerning

34. Livetypecanbeeditedbytyping.
Requiresfontstobeinstalled.
Live Type & Fonts

35. Outlined Fonts
Fontsconvertedtovectorgraphics.
Compatiblewithanysystem.

36. Outlined Fonts
Non-editablebutnolongersoftware.
Nolongersubjecttofontlicense.

37. Outline(s)aroundtype.
Insidekeylinescanbemulitplecolors.
Keyline

38. Afontdesignedforaspecificlogo.
Logotype
Disneyisanexampleofalogotype.

39. TheLogoFactory.com
ClickHereForMoreInfoon
LogoDesign&Typography