We approach logo design by selecting a typeface first

When it comes to designing a new logo or brand identity each designer has their own preference for how to approach it.

Some designers use note pad and pen and doodle and scribble until they get something to work with then onto the computer they go. Others dive right into their favourite design program and start cranking away until something falls into place. Other designers will sift through books/magazines/websites/stock imagery and any other reference material they have lying around to get a kick start.

Personally, I tend to use a mix of all these methods but the one thing I always tend to lean towards is choosing a typeface first of all. This to me is one of the most important parts of creating a new identity and brand.

Of course the actual brand/company name can carry a lot of weight when it comes to font choice, for example you’re not going to start sifting through your light weight sans serif type faces when researching a design for a new Clown College logo and likewise, you shouldn’t find yourself trawling through all those great hand written fonts when it comes to a design for a top of the line jewellery store. There are the odd occasions when somethign off the wall can work really well but there are always a few things you should keep in mind when it comes to choosing your typeface:

• Will the weight of the typeface suit, compliment and reinforce the brand?
• How well will the typeface sit with a graphic/icon that may need incorporated into the design?
• Will your choice of typeface seem dated within the next year or so as design trends change? It’s essential to think ahead and give your design longevity

It’s also important to make sure you are not “accidently” copying something you have seen or liked before. This can be hard when it comes to design as our influences tend to be the things that really make an impression on us and this can sometimes lead to them creeping into your own designs.

It is always good to take your time, step away from the design after a bit of time and look at it again with fresh eyes, even send it round some friends or colleagues to get feedback before sending it to the client or review.

by Simon Lamb

Posted by: Chris Gilchrist

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