Not Just A Pretty Font

When I design a logo I’m not just typing out the business name in a “pretty” font.

Here’s what the process looks like 👀

#1. Research

During our strategy workshop, among other things, I help you figure out what you want your brand to FEEL like and who are you talking too.

We come up with a list of descriptive words. 

Examples: Professional, happy, joyful, sassy, welcoming, smart, feminine, calm …

#2. Exploration

I sketch out your business name in a bunch of different configurations to see how the words + word lengths play together.

When I start looking at fonts I’m looking for something that fits the vibe and style we are going for! Knowing that I can make changes to the actually letter shapes.
 

I pay extra attention to the letters

b, d, k, l, f, h, g, p, y

These are the most challenging and usually need extra attention.

Insider info: I almost always buy new fonts for each project ($25-100+) and I never repeat fonts between projects. 

(w/ the exception of standard text body fonts)

#3. Design

Once I’ve narrowed down the font choices

I do the design work.

I turn the type into a vector and then I play with every single detail, corner, descender, serif…

Here’s an example 👇

This top image is “Stand Strong” just typed out in the font. 

But there are things that need to be fixed!

#1. The spacing between the “S” and the T cross needs adjusting

#2. This “O” is TERRIBLE! It looks like an “A” 

#3. The type will be stronger if it’s all on a solid baseline

So I fixed those things!!👇

THESE are the details and design foundations that matter to me. THESE are the things I have mastered over 15 years as a graphic designer. THESE are the details that make the difference in your business confidence, marketing, and income.

THIS is what custom work looks like. 🤩

Feeling like custom branding is your next step? 🤗

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