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2. A Moment on
A Moment on
Fonts...
Fonts...

5. Sans comes from Latin, it means "without"

7. Font Families and Classifications
Font Families and Classifications
Knowing the different parts of letterforms will help you
make informed decisions about the font family you wish to
use in your own logo.
Let's dive into some of the most common font families...

8. Font Families and Classifications
Font Families and Classifications

9. Font Families and Classifications
Font Families and Classifications
*Usually Body Text - it's pleasing to the eye and easy to read.

10. Font Families and Classifications
Font Families and Classifications
*Bridges the gap between oldstyle and modern

11. Font Families and Classifications
Font Families and Classifications
*More mechanical than Oldstyle due to the influence
of the industrial revolution.

12. Font Families and Classifications
Font Families and Classifications
*Also known as Egyptian Slab Serif. This helps me remember the
letterforms, I imagine someone having to chisel these serifs by hand,
so they probably wouldn't have been as thin...

13. Font Families and Classifications
Font Families and Classifications
*Resembles cursive writing

14. Font Families and Classifications
Font Families and Classifications
*Should be avoided for longer blocks of text because it affects readability.
Also usually better in bigger font sizes, again because of readability.

15. Types of Logos
Types of Logos

16. Wordmarks/logotypes
Wordmarks/logotypes
Wordmarks (a.k.a. logotypes) consist of the company’s
name, written in a certain typeface.

17. Lettermarks/monogram logos
Lettermarks/monogram logos
Lettermarks (a.k.a. monogram logos) are typography logos
that are made up of the brand’s initials.

18. Logo symbols
Logo symbols
Logo symbols (a.k.a. brand marks or pictorial marks)
are graphic icons, symbols or images that reflect the
brand’s identity or activity.

19. Abstract logo marks
Abstract logo marks
Abstract Logomarks are image-based logos that use
abstract forms to reflect a company’s branding.
Unlike pictorial marks that represent a real object, abstract logo marks are more metaphorical.

20. Mascots
Mascots
Mascot logos consist of illustrated characters that act as
visual representations or “ambassadors” for a brand.

21. Emblems
Emblems/ Crests
/ Crests
Emblems, also known as badge logos, are typically
reminiscent of crests. They combine text and symbolic
imagery to form ornate designs with a traditional feel.

22. Combination marks
Combination marks
This type of logo combines (surprise, surprise) images with
words. For example, a combination logo could consist of an icon
with a wordmark, or a mascot with a letterform and so on.

23. So What Makes a Great Logo?
So What Makes a Great Logo?

24. Simplicity
Simplicity
The best logos are simple enough to be understood at a
moment’s glance.

25. Memorable/ Distinction
Memorable/ Distinction
Your logo should be distinct, designed to stand out from
similar brands.

26. Timeless
Timeless
It’s not enough that a logo is good today—it has to stay
good for years to come.

27. Versatile
Versatile
Logos should be designed in vector format, to ensure that
they scale to any size.

28. Appropriate/ Relevant
Appropriate/ Relevant
Relevance refers to how well your logo design connects
with your audience.