When creating a logo for your business, do not overlook the importance of choosing the correct font! Before designing any logo, I ask for my client’s input on the design. Most of the time they have at least some idea of what they envision the logo looking like, and throw out suggestions like “Use a butterfly”, or “I’ve attached an image of a bridge that I’d like you to use”. But very rarely have they considered what type of font they want used in the design. The standard answer when asked about fonts is something like “I’m not too picky about that”, or “Just choose whatever you think is best”. Well, what would you say if I told you that the font is quite possibly the MOST important part of the logo?
Maybe you’ve heard about some of the little companies below. Notice anything about their logos? They are all font based logos, meaning that they do not rely at all on a graphic element or illustration to represent their brand. The company name and font say it all. And all are extremely successful logos, instantly recognizable.
Does anything need to be said about Google? Designed by one of the companies co-founders, the logo has evolved since its conception, but not drastically. It’s text with color, and that’s it. Everybody knows it.
Coca-Cola, another giant company with a fairly simple text based logo. The logo was created in 1885 using Spencerian script (which was developed in the mid-19th century!) and still remains powerful to this day.
Another company that does fairly well for itself is Disney. Though you may also be familiar with the “castle” logo variation, this simple text logo is the official Disney logo, and the one they use on their company website.
Last, but not least, is the FedEx logo. It’s a fantastic example of a font based logo because of its clever use of negative space. Take a look at the space in between the “E” and the “x”. Hidden in plain sight is a forward-pointing arrow. Proof that having a text based logo doesn’t have to be boring!
If you’re considering having a logo developed, or possibly re-branding your business, don’t immediately discard the idea of having a font based logo. Done right, font based logos can have a powerful visual impact and provide immediate brand recognition.