So I may or may not be slightly obsessive with typography. Once I get the ball rolling, I can literally spend hours searching for and playing around with new fonts. This is exactly what happened when I went on a search to create the perfect logo for my new brand.
A couple of grande iced black coffees later (knew I should’ve just gone with the venti), I narrowed it down to several fonts. While there are a lot of fonts that I love and use regularly when I’m designing things, not all of them were the right fit for this logo. Logo design is hard when you don’t have a vision. In fact, it’s even hard when you do have vision.
For me, I wanted my logo to be clean and legible. I hovered over the fence between something more calligraphy-esque and handwritten versus something in the Sans Serif family (I’m not about that Serif life – too “stiff”). After much internal debate (most of which was actually external because I like to think aloud), I settled on a merger of two of my favorite fonts and then added my own twist. Here’s what it ended up as:
One of the reasons I went with the Sans Serif family was because I was afraid that the calligraphy fonts would take the site back to the “frills” I’m trying to move away from. When going through fonts, I didn’t really have any oppositions with the Sans Serif fonts. But when going through the handwritten fonts, my brain kind of went like this: Too girly; too round; why are there swishes there?; this looks like a 5th grader wrote it; this would go great with some flowers…but I don’t want flowers in my logo; are these letters?; too slanty… and the list goes on. In the end, they were better suited for signatures. (Psttt, I added a new siggy!)
Sans serif is classic. And with the modifications I made and the background additions, this logo feels very me – which is how every brand should feel about their logo. Logos are the first things that people interact with, even before they get to know your brand. Finding and creating the right logo is a process and needs to be. Don’t rush. Don’t jump into anything. Don’t be afraid to take your time.