Typophile

Type choice vs. logotype

Frode Bo Helland

Do you usually stick with the typeface your client use in their previously-designed-by-someone-else-logo when creating additional material? I am of the opinion that a good logotype needs more than just typing the company name in a font you conveniently had installed, and that it is equally important how it relates to the other material in terms of colour, composition and type choice. However, there are many designers in the business that doesn’t.

In this case, I’m doing a website job were the logo is set in tightly spaced all caps FB Antenna. I’ve been looking at Etelka as an option, but I’m not really sure if I should abandon Antenna, even though I have my reasons to do so.

Frode Bo Helland

Perhaps this is just a case of me and my ego wanting what I like :)

Riccardo Sartori

I used to use the same typeface for logo and other identity elements, such as advertising, etc.
Nowadays I much prefer to settle with a different typeface. Possibly one that create an harmonious contrast with the one of the logo. This helps to not dilute the wordmark.

Quincunx

It depends on what kind of company it is. A lot of companies have very strict brand identity guidelines, that you just have to follow.

Frode Bo Helland

I’m allowed to choose another font, but the logo will remain set in Antenna. The original designer suggested I’d try something less square. I guess this is the reason why I’m asking: I would generally never pair two different sans designs, but the logo is only one word.

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