Have you ever thought that the font type you chose for your logo could say something about you and your business? Have you ever sat next to someone who has sneered at a Comic Sans logo? I would be surprised if you haven’t been in that situation, as this is just one font that seems to be able to curl the toes of most creative types.
Choosing a suitable font for your logo is an integral part of the design process.
When designing a logo, you’re attempting to communicate multiple complex messages in the simplest form possible. When you have only limited space to write just a few words or in most cases just a name, the typeface you use can portray your company’s name or catchy slogan can say a lot, not just about your company’s motives, but your characteristics as well.
Pick the right font and it will amplify the meaning of the words, pick the wrong one and you will be sending mixed messages, which could be nothing short of disaster.
So which font should you choose? My advice is to experiment, that way you’ll quickly be able to see which style is right for you. For those who aren’t confident knowing their Sans Serif from their Serif, here’s my quick guide to the types of fonts on offer for your business and the psychology behind them:
Serif fonts – think Times New Roman or Baskerville. These fonts are characterised by a slight decorative projection added as an embellishment to a letter. Implying a sense of tradition, respectability and reliability, they’re like old friends, but be warned, a younger crowd might see them as too ‘old school’. A company that wants to emphasise its pedigree or heritage would do well to choose a Serif font.
Sans serif fonts –think Helvetica, Ariel or Franklin Gothic. Clean, simple and futuristic, Sans Serif typefaces are very popular, especially in educational applications. They’re easy to read making them ideal for the visually impaired. These work well for companies that want to send out a straightforward message and give the impression of reliability and honesty.
Modern fonts – these fonts include Futura, Avant Garde and Century Gothic. Strong and dependable but with a touch of sophistication, modern fonts suit forward looking brands and can be good for fashion lines, companies in niche markets, luxury brands and purveyors of the exclusive.
Script fonts – cursive and handwritten fonts can be beautiful but proceed with caution! Care needs to be taken over legibility when using a font like Zapfino or Scriptina. A logo font may be reduced in size for stationery or similar, and nobody is going to understand a message they can’t read or remember an illegible company name. However, these issues notwithstanding, a script can convey elegance, femininity or creativity. A font that looks genuinely handwritten can also give your design a sense of informality or spontaneity.
Novelty fonts – a novelty or display typeface is any typeface that’s a lbit different from the norm and generally one that you wouldn’t want to read a whole body of text in. These can work well for logos and singular words, however, staff and customers alike may quickly tire of something overly childish (unless, of course, it is for a brand that is aimed at children).
Custom fonts – can’t find what you really want in a typeface? Then you could always have a custom font designed. For companies like Coca-Cola, Disney and Pinterest customised fonts have become synonymous with their brand. It’s an expensive option but one that will give you everything you want; text that stands out, a recognisable and unique typeface, consistency and above all the freedom to do what you want.
So remember think carefully before you choose your font. What subliminal message will it put across to your customers? Experiment with different fonts and you’ll quickly be able to see which style is right or wrong for you.
The Burberry check is so iconic that it doesn’t need words or a logo to make it identifiable; it is the same with Coca Cola or Ikea. Some brands are so iconic they don’t need words to tell their story. Shapes, fonts, illustrations, colours, images and patterns can all be used to create a brand that is easily identifiable without a logo.
Guinness is a great example of where strong photography can be used to create a striking, emotive and immediately identifiable brand. However, Cath Kidson uses specific patterns to appeal to its intended target audience. Coca Cola uses its infamous font and unique glass bottle shape to sell it brand to its customers.
So what can you do to build on your brand and make it more identifiable? Here are some top tips to creating a visual element that doesn’t rely on your logo.
It’s super. It’s for dads. It’s a shed. That’s right Super Dad Shed is coming to The Waterside Shopping Centre ahead of Father’s Day! Pop into the centre and pick up one of our leaflets to find out more.
The Waterside Shopping Centre in Lincoln celebrates its 20th Birthday this coming Saturday (17th March) and we’ve been busy helping to organise the party!
As well as these posters, we’ve also helped by devising and implementing a full integrated marketing communications campaign, comprising commercial radio advertising, events, PR and social media activity.
Mothering Sunday or Mother’s Day isn’t that far away … in fact, it arrived at Lava today as we took delivery of our latest creative for The Waterside Shopping Centre.
As well as Mother’s Day we’re also busy preparing everything for The Waterside Shopping Centre’s 20th birthday celebrations on 17th March, which just happens to be the day before you should be treating your mum to something nice!