Font, An essential element of logo designing
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Brand Management
Font, An essential element of logo designing
Mohnish Bahal, Amity, BBA
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Content
❖ Like the sans of time: Importance of fonts!
❖ Know your families: Grouping fonts!
❖ Don’t be a wimp: The principle of decisive contrast!
❖ Looks can be deceptive: Selecting the right typeface!
❖ Moral of the story: Conclusion
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Importance On Individuality
Dress for the occasion Importance Of Typeface
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–Dan Mayer, Smashing Magazine
“Appropriateness isn’t a sexy concept, It’s the acid test that should guide our choice of font”
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Know Your Families..
Grouping Of Fonts The Fantastic Five
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Geometric, Realist & Grotesk..
Geometric Sans Clear, Objective, Modern, Universal; at their worst, Cold, Impersonal, Boring
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As Clean As Modern, Yet Human At Their Root..
Humanist Sans Modern, Clear And Empathetic, Yet Wish-Washy & Fake
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Oldest Typefaces, Also Referred To As ‘Venetian’..
Old Style Classic, Traditional & Readable, Their Worst Well, Classic & Traditional!
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An Outgrowth Of Enlightenment Thinking..
Transitional More Geometric, Sharp & Virtuosic
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An Outcome Of Two Rival Designers, Bodoni & Didot
Modern Transitional and Modern Faces Seem Strong, Stylish, Dynamic. Yet, They Seem Neither Here Nor There
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Also Known as ‘Egyptian’
Slab Serif Convey, Specific, Yet Often Quite Contradictory, Associations
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Don’t Be A Wimp..
Principle Of Decisive Contrast❖ ‘Keep It The Same Or Change It A Lot ‘!
!❖ Correspondence & Contrast
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Selecting The Right Typeface
❖ Define Your Brand Identity!
❖ Get A Clear Image Of Your Brand Personality!
❖ Find A Typeface That Embodies Your Brand!
❖ Consider Various Mediums!
❖ Stylise !
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The Don’ts
❖ Avoid The Ordinary!
❖ Be Timeless!
❖ No Frills!
❖ Give Me Some Space!
❖ Make It Legible
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You need to avoid this !
Comic Sans
This is how your brand looks when you use ‘Comic Sans’.
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Conclusion
❖ There are only conventions, No ironclad rules!
❖ Picking typefaces require, a combination of understanding & intuition
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–Dan Mayer
“Fonts, not only add grace to a brand but gives them life”