As regards design, fonts are used not only to form words but also to create images. A correct graphic design work combines its two uses, by transmitting an oral and iconic message by means of letters. That is why the selection of typography to be used in a logotype is extremely important.
Designers have the option to work with pre-established typographies, to design new ones or to modify the existent ones. When a text is “converted to curves”, the design program of images transform the information handled so that each letter can be treated as an image. In this way, the designer can enlarge, compress or completely distort each letter as they please as if they were working with an image and in that way he can combine the verbal message with the iconic one. That is to say, that a phrase can transmit something for what it says and something for how it is said as regards shape and distribution of the letters. Something similar happened with surrealist poets when they wrote a poem about a flower and they drew a flower with the words. Message power does not lie in each part separately but in the combination of both.
In turn, the typography in your Logo will be a differential element for itself and for your company. The font used by a company is one of the elements that the public easily recognizes.
Among the classic typographies we can have the following classification: typographies with serif and typographies without serif. Serif is the line that sometimes can be the termination of the letters, the crossed line in its edges. The typical font is Times New Roman which has serif. These letters are easier to read in long printed texts.
Those without serifs are typographies called “sans serif”. For example: Arial.
However, it is not common that a logotype has any of these fonts. Due to its massive usage, they cannot give the idea of differentiation. What can happen is that the designer plays with them and modifies them to give the idea of familiarity but at the same time he tries getting people’s attention and making it different.