From the course: Logo Design: Illustrating Logo Marks

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Pairing type with logos

Pairing type with logos - Illustrator Tutorial

From the course: Logo Design: Illustrating Logo Marks

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Pairing type with logos

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Every logo project requires a choice of typography. What typeface will best suit the style or genre you're creating a logo for? In this movie, I want to share how I go about selecting typefaces, specifically fonts, and customizing existing letterforms to help produce unique and ownable logotypes for my clients. I'm showing this movie because I believe most designers aren't doing hand lettering or aren't creating letterforms by scratch. If you do that, that's great if it works for the context you're creating in, but most designers will go to existing typefaces and unfortunately at times will just type it out and just use it as is and not customize anything. And I always think that's kind of the wrong way to handle it. I think you should be customizing. So in this project, it was a local telecommunications company. Their brand name was Sky, and I was asked to do design directions to come up with the brand mark for their company. Now, unlike the modular system, which is a brand mark with…

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