To choose the appropriate typography for a Logo, it must be considered from two different perspectives: as letters or as an image. Considering typography as letters means choosing a font style adjusting to the message the company wants to convey through its corporate logotype. Typography can be chosen among the existing ones or a new one can be created, specially designed for your Logo. The advantage of using a known typography is that the public is already familiar with it and will not be surprised when seeing it. Of course this is also its disadvantage, since the surprise caused by something is what brings our attention to it, we are interested in what comes out of daily life, what we do not overlook and if we use something that is familiar, it will not be attractive. When typography is thought as letters, you should also take into account how difficult or easy it is to read them. It is clear that a typography copying a complex calligraphy or a fantasy one that is virtually illegible falls into the category of difficult to read.
But what happens with classic typographies as the well-known Arial or Times New Roman? There is a classification, unknown to those not dealing with graphic design, consisting of dividing fonts into those having serif and those not having it. The serif is the flat termination some fonts have, these straight lines they are supported by. This termination ornament comes from the time where chiselling letters to make their end straight was very difficult. To achieve a straight termination, they chose to cross them with these lines cutting them and setting their limits. An example of serif typography is Times New Roman. On the other hand, there are fonts without serif, known as sans or sans serif fonts. This typographic style comes from England and it is more recent than the previous one. The sans serif typography began to be used thanks to the technical media advancement. An example is Arial. What is the importance of this? The serif typography is commonly used for long texts because it makes lengthy reading easy and prevents vision tiredness that makes the reader lose concentration. However, this works when we are talking about printed texts, since if the text is read from a monitor, serif typography impairs vision because the screen does not reach the definition of printers and serif ends up blurring the text lines. That is why Web sites are written in sans serif fonts. Sans serif typography is also very useful for short readings and big texts (an example is street advertising).
As we have said before, typography also needs to be thought as image. Graphic designers can distort fonts at pleasure and treat them as any other image: darkening a certain area, stretching another one, etc. This is done through a procedure called “curve transformation”. This transformation makes design programs vectorize the text and recognize it as a drawing and not as a text. Font distortion is very useful but it can be very harmful if wrongly used. Excessive work on fonts can make the text illegible and this is never advisable. The text, however touched up it can be, has the purpose of being read, being a verbal communication medium. Although it is true that the ability of a text to connote meanings from the drawing of its minimal units (fonts) is very interesting, the text can never lose its verbal transmitting activity: the icon is the one created for that purpose, since it does not have any verbal function at all.
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