font, an essential element of logo designing
DESCRIPTION
Fonts have evolved along with the human race, each font family has a unique story to tell, but we know so little of them. This presentation intends to give you a very small look in the world of font and the importance of their creation for brands.TRANSCRIPT
Brand Management
Font, An essential element of logo designing
Mohnish Bahal, Amity, BBA
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
Importance On Individuality
Dress for the occasion Importance Of Typeface
–Dan Mayer, Smashing Magazine
“Appropriateness isn’t a sexy concept, It’s the acid test that should guide our choice of font”
Know Your Families..
Grouping Of Fonts The Fantastic Five
Geometric, Realist & Grotesk..
Geometric Sans Clear, Objective, Modern, Universal; at their worst, Cold, Impersonal, Boring
As Clean As Modern, Yet Human At Their Root..
Humanist Sans Modern, Clear And Empathetic, Yet Wish-Washy & Fake
Oldest Typefaces, Also Referred To As ‘Venetian’..
Old Style Classic, Traditional & Readable, Their Worst Well, Classic & Traditional!
An Outgrowth Of Enlightenment Thinking..
Transitional More Geometric, Sharp & Virtuosic
An Outcome Of Two Rival Designers, Bodoni & Didot
Modern Transitional and Modern Faces Seem Strong, Stylish, Dynamic. Yet, They Seem Neither Here Nor There
Also Known as ‘Egyptian’
Slab Serif Convey, Specific, Yet Often Quite Contradictory, Associations
Don’t Be A Wimp..
Principle Of Decisive Contrast❖ ‘Keep It The Same Or Change It A Lot ‘!
!❖ Correspondence & Contrast
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 !
The Don’ts
❖ Avoid The Ordinary!
❖ Be Timeless!
❖ No Frills!
❖ Give Me Some Space!
❖ Make It Legible
You need to avoid this !
Comic Sans
This is how your brand looks when you use ‘Comic Sans’.
Conclusion
❖ There are only conventions, No ironclad rules!
❖ Picking typefaces require, a combination of understanding & intuition
–Dan Mayer
“Fonts, not only add grace to a brand but gives them life”
