The Use of Different Typefaces and Their Impact in Logos

Today's world is very loud. It constantly seeks people's attention; people who are bombarded every day with new information on social networks, websites, online news, newspaper articles, flyers, advertising magazines, radio, television, telephone surveys, in-store promotions, and the list goes on. As the results from their survey show, it can often happen that older logos with thoughtful design survive the test of time, whilst a quick search for solutions in current trends may offer a suitable solution only for a short period, after which it will be necessary to invest time and money again to find a new or more appropriate one.

Problem

Today's world is very loud.

Solution and Method

It constantly seeks people's attention; people who are bombarded every day with new information on social networks, websites, online news, newspaper articles, flyers, advertising magazines, radio, television, telephone surveys, in-store promotions, and the list goes on. In all these cases, companies compete with their products or services to capture our attention. The more profitable or valuable a company is, the more money they will invest in marketing and development.

It is therefore not surprising that large companies invest enormous amounts of money in redesigning their logos, even though the change in the end is minimal. The people responsible for such redesigns are aware of every characteristic and element that makes up a logo. By understanding the client for whom they are designing the logo, they thoughtfully design the ** typeface, select the appropriate ** colour, and other elements that best represent the company. ** The final product is the face of the company**, which can completely differently represent that company and its values with the change of one colour or shade.

Precisely because of this competition for people's attention, it is necessary to analyse as many aspects of the logo as possible, which observers consciously or subconsciously notice and thus leave an impression on them. The best combination is almost impossible to design from the outset, so it is mostly constantly changing and being refined. With virtually unlimited access to new trends and information, without proper knowledge and especially experience, it is difficult to know what is just a temporary trend and what will endure.

Results

As the results from their survey show, it can often happen that older logos with thoughtful design survive the test of time, whilst a quick search for solutions in current trends may offer a suitable solution only for a short period, after which it will be necessary to invest time and money again to find a new or more appropriate one. Such cases can occur with new companies with limited financial resources, which they mostly allocate to other things, so investing in the design of a new logo is of secondary importance.

This means that it is the designer's responsibility to explain the meaning that the logo will carry. It must be emphasised that customers will most closely associate their new products or services precisely with them – their image, their face. Regardless of whether the customer's experience with this company is positive or negative, this connection is difficult to correct later, or by changing it we start again from the beginning.

Colours also contribute to the overall image, which can also be found on packaging, business cards, advertisements, and elsewhere. Colours have a very strong influence on the individual, so they too ** play an important role**. Their influence is primarily subconscious, as humans have formed a relationship with individual colours through evolution, as well as culture. Basic knowledge of colours and their influence is virtually essential, and awareness of who we are designing for and who their target audience is comes immediately after.

The chosen colour palette will evoke certain feelings and emotions in the observer, which can be good or bad – it all depends on whether the colours are appropriately selected. This is evident in their last survey question, which, albeit with a very simple example, proves the importance of colour. With the growth of a company's recognition, redesigning the logo can mean getting rid of chromatic colours and leaving only the text or typeface.

With the advent of computers and digital design, the presence of different typefaces has increased dramatically, so a new typeface of a company is not necessarily significantly different from the typeface it is modelled on, and these changes are more subtle and ** affect the observer more subconsciously. Perhaps this is why the difference between the first and second answer in the first survey question is somewhat lower, as typeface as an isolated example without any past experience of a fictitious company does not say as much as colour and shape. A logo is therefore much ** more than just the company name.

It is like a first impression when we meet a new person. We can put a huge amount of work into this impression or none at all; the more thoughtful we are about it and consciously make choices, the greater the chance that it will be good. Like that of a person, this too can be corrected, but it will require a great deal of effort.

Many factors influence this, which we cannot always think of, so we can get a sense of why large brands hire companies with huge numbers of employees and pay large sums just for logo design.