So that brings me to today's Blog entry...picking the right (and not the wrong) font. There IS a right or wrong font when talking about design, especially when designing logos. But there isn't always ONE right or wrong answer.
What makes a font right or wrong, you might ask. Even though I can tell when looking AT a logo or marketing materials for a company, if their font is the right one or not, it's a little tricky putting it into words. But really, it just feels right. Fonts have a personality. They can be strong, soft, funny, elegant, or even comforting. The key is to pair the font with the feeling you want your art to have. Sports Bar? Go with strong and fun. Wedding invitations? Probably elegant. Art Gallery? Something creative or unique.
Here I've taken some very common logos that we see every day and replaced the font with something wrong.
The Nike one brings up another point about fonts...the rules. In addition to there being right and wrong fonts, there are rules as to how to use the fonts you pick.
- Never, ever, using all capital letters in a script font. Never. It looks awful and is nearly impossible to read.
- Don't mix too many fonts together and be careful what you mix! Many times, just one or two fonts work great in a design. A third can be added if you really, really feel that you need it. But please stop there. And know that the second or third font is just as important in the overall design as the first, and it needs to compliment the first one. Also, the main font, the first one, the big one at the top, it can be fancy or curly or whatever. But that doesn't give you grounds to repeat it anywhere else. Find something simple and stick with it.
- Don't make uppercase letters into small caps. If you want to have your text in small caps, use a font that has that as an option. Otherwise any capital letters will be out of scale with the rest of the text and look stupid.
- Don't stretch and shrink fonts so that they aren't at 100% both vertically and horizontally. If you want the text to stretch out longer to fill the space, pick a font that looks like that from the get-go.
Inspirational quote to end on:
“Typography is the use of type to advocate, communicate, celebrate, educate, elaborate, illuminate, and disseminate. Along the way, the words and pages become art.”
― James Felici, The Complete Manual of Typography
Cheers - Kelly