in today's video learn what kind of typefaces that you should be using for
your labor type and how to match certain styles of logo to the correct type
choice so today's video is slightly subjective but a lot of the content is
based around psychological research studies and psychology within design and
graphic design so here we have the first logo design that we're going to take a
look at and when choosing fonts it's important to really deconstruct the logo
itself and understand what the style is trying to communicate so with this
example here I can see straight lines are used and they're quite thick
actually as well this indicates a sense of strength and a robust nature it's
quite a static and firm design that is also pretty simplistic in nature adding
a sense of superiority and cleanliness the logo mark here is independent and
strong and also minimal so the typeface needs to reflect just that there will be
many different typefaces that will do the job here but my pick for this
demonstration is good old Gill sans sans serif fonts are clean modern and
engaging they're used by brands who want to demonstrate a straightforward simple
and no-nonsense attitude when it comes to typography and logo design sans serif
solutions indicate a sense of honesty and Sensibility there is no decorative
element as distracting the eye or crowding the message Gill sans provides
an upper case selection of characters that complement a logo in my opinion he
does this with simplicity and strength but it's nothing too impacting
now as you can see on the final design I feel everything works well together
using gill sans and with the introduction of nice and white kerning I
feel the job has been done correctly the next Lego is a stark contrast to the
previous one and that is because there are no straight lines used the Lego
actually utilizes organic shapes when a circle is used in logo design this means
you can roll freely representing the infinite and unity of oneness
they represent togetherness and it also can refer to femininity and friendship
organic shapes often are linked to pleasure comforts interest and
friendship this logo comes across as less serious than the first one and it's
somewhat playful but not to the extent of being childish so with a font choice
this time around I went for error on now Alderaan is a clean and simple font and
I feel it does complement the logo design when used in lowercase however my
logic here was that lowercase is informal and more friendly as opposed to
uppercase letter in yet the typeface matches the thick line nature of the
logo and it's quite bold so it's friendly yet professional if you take a
font that is less professional and maybe too playful as you can see on screen now
things think jive and work so well together so logo designs that utilize
decorative design assets often suggest class sophistication and heritage this
kind of style of logo affirms that the company or entity is firmly established
and grounded within the industry they often very serious and superior kind of
logos and they do not joke around so when looking at a loader of this nature
you should really gauge what the design is trying to say what voice would it
have I feel that this one portrays excellent
superiority and heritage as well as class and sophistication and so of
course I want to translate that through the logo type that's why I've chosen to
go with Times New Roman for this design and yes I know some people feel it's
overused but I think that's not an excuse to discard this font especially
as it looks so neat and perfect for this logo serif fonts promote the feelings of
class and heritage making them ideal when you want to create a company that
feels established due to their classical nature serif fonts carry feelings of
trust and respectability making them perfect for branded entities that want
to revolve around authority and grandeur as you can see if we're using something
more bold and simplistic things do not work out that well and the typeface
comes across as two impacting and taking away the sophistication of the logo as a
whole now for the final part in today's video I'm going to quickly take you
through three steps for choosing the right font for your logo designs before
you can begin browsing through font options you need to make sure that you
fully understand the message and identity of the brand of the clients so
ask yourself what do you want the customers who are going to view the
design to think and feel when they're looking at the oligo itself what
thoughts do you want to elicit with nothing more than a brand name and the
logo mark do you want to portray class maybe you want to suggest trust or maybe
you want to get across a playful nature these are all things that you need to
think about
if you want to choose and create the perfect logo then you need to thoroughly
understand your customers and their preferences in terms of shape style and
color one of the easiest ways to make sure that you're doing this is to have
the right impression on the right audience so look at the existing
customers of that brand and try creating a user persona essentially write down
the traits the habits and the demographics of each target market and
from there you should begin to tailor a logo design style and ultimately the
typeface so lastly you're going to want to look into the competition within the
specific industry sector see what other brands are doing and see where you can
find an edge or a niche within that markets and then it's without straying
away too far from the ideologies and aspects of the target markets you don't
want to copy but you also don't want to be too different from the other entities
in the industry so there was a rundown of how to match certain fonts to a logo
and also what kind of fonts work in certain situations let me know what you
thought of today's video down in the comment section below and if you want to
keep boosting your awareness as a graphic designer
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videos on social media and until next time guys design your future today peace