SlideShare a Scribd company logo
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”
Thank You
Contact me: @mohnish_bahal!
mohnishbahal@ymail.com

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Font, An essential element of logo designing

  • 1. Brand Management Font, An essential element of logo designing Mohnish Bahal, Amity, BBA
  • 2. 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
  • 3. Importance On Individuality Dress for the occasion Importance Of Typeface
  • 4. –Dan Mayer, Smashing Magazine “Appropriateness isn’t a sexy concept, It’s the acid test that should guide our choice of font”
  • 5. Know Your Families.. Grouping Of Fonts The Fantastic Five
  • 6. Geometric, Realist & Grotesk.. Geometric Sans Clear, Objective, Modern, Universal; at their worst, Cold, Impersonal, Boring
  • 7. As Clean As Modern, Yet Human At Their Root.. Humanist Sans Modern, Clear And Empathetic, Yet Wish- Washy & Fake
  • 8. Oldest Typefaces, Also Referred To As ‘Venetian’.. Old Style Classic, Traditional & Readable, Their Worst Well, Classic & Traditional!
  • 9. An Outgrowth Of Enlightenment Thinking.. Transitional More Geometric, Sharp & Virtuosic
  • 10. An Outcome Of Two Rival Designers, Bodoni & Didot Modern Transitional and Modern Faces Seem Strong, Stylish, Dynamic. Yet, They Seem Neither Here Nor There
  • 11. Also Known as ‘Egyptian’ Slab Serif Convey, Specific, Yet Often Quite Contradictory, Associations
  • 12. Don’t Be A Wimp.. Principle Of Decisive Contrast ❖ ‘Keep It The Same Or Change It A Lot ‘! ! ❖ Correspondence & Contrast
  • 13. 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 !
  • 14.
  • 15. The Don’ts ❖ Avoid The Ordinary! ❖ Be Timeless! ❖ No Frills! ❖ Give Me Some Space! ❖ Make It Legible
  • 16. You need to avoid this ! Comic Sans This is how your brand looks when you use ‘Comic Sans’.
  • 17. Conclusion ❖ There are only conventions, No ironclad rules! ❖ Picking typefaces require, a combination of understanding & intuition
  • 18. –Dan Mayer “Fonts, not only add grace to a brand but gives them life”
  • 19. Thank You Contact me: @mohnish_bahal! mohnishbahal@ymail.com