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THE 4 JOBS Of YOUR LOGO FONT | Part One

December 15, 2017

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THE 4 JOBS Of YOUR LOGO FONT | Part One

For reference, let’s recap the basic rules of creating a small business logo:

1. THE LOGO HAS 3 MAIN PARTS: The icon, the font, and the color palette.

2. THESE PARTS WORK TOGETHER: These parts work to tell your company’s brand story and to communicate your Brand Definition to your best clients. These logo components are never meant to tell the story on their own accord. These logo parts must work together in unison to build brand recognition, awareness, and equity.

3. EACH PART OF THE LOGO HAS A SPECIFIC JOB: Many entrepreneurs think that the font for their business name is like a trophy wife—just there to look pretty, all perfect hair and manicure. So, they try to find a font that looks cool, often without looking at any of the features of the font itself.

But, the font in your logo is a busy little element. It works 4 jobs!

SO, WHAT ARE THE FONTS JOBS?

The font’s job is to be legible and scalable, to make your business name look good, and to strengthen your entire brand story. Let’s break these elements down one at a time.

1. TO BE LEGIBLE

Your business name should be able to be read easily, quickly, and clearly.

Make sure the letters are spaced far enough apart, so that they don’t bleed together visually or when printed.

Make sure that the letter shapes are distinguishable from one another—that your lower case “I” doesn’t look like an “L,” for example.

Also ensure that you can read it at a glance. Most people won’t pore over your logo. They’ll just skim it. You want to make sure that the font that you choose is not difficult to read. This becomes even more important when your logo is featured on a sign, vehicle, or billboard—where your viewers will be passing it at a fast pace.

2. TO BE SCALABLE

Your logo should be able to blow up to billboard size and scale down to postage stamp size and be readable across all of these different options. Make sure that legibility doesn’t suffer when size changes. Scaling up usually isn’t an issue, but scaling down can be a real problem on ornate or heavily stylized fonts.

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