These two components are an integral part of the emblem itself and their presentation should be ideal for perception. Also, the font and color should be harmoniously combined.
First, consider the first element - the font. The font should be readable, well perceived, fully convey the message of the company, respond to its style. Did you know that the font has a psychological effect as well as forms? Yes, yes, a certain font can even cause emotions, so we do not lose sight of it.
Font types:
1. Serif group or serif fontThis font has the so-called "serifs" at the ends of each element of the letter. Refers to classic fonts. How perception is affected: clarity, attentiveness, reliability, comfort. Holds attention well. Example: Times New Roman, Georgia Italic.
2. Sans serif panel or sans serif fonts
Sans serif fonts are more modern, they convey newness and are easy to read, neatly decorated and neat. The fonts of this group are less official and strict. Examples of the Sans Serif group: Roboto, Calibri, Futura.
3. Script group or handwritten fonts
Handwritten fonts mimic handwritten text. They are beautiful and creative, but poorly readable, difficult to read. To use this font in the logo, you can only designate capital letters. How they work: they evoke the feeling of beauty and the sublime, beauty and aesthetics. Example of handwritten fonts: Mr Bedfort, Bikham Cyr Script.
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4. Decorative fonts
Decorative fonts are often used in logos. They demonstrate the company's creative approach, originality, and lack of clichés. Decorative fonts are perceived differently by the reader, the main rule is not to overdo it. Can be used for both capital letters, and for the name as a whole. Sample Decorative Fonts: California, Pacifico, Grunge
A few simple rules that will help you choose the font for the logo:
- the font should correspond to the sphere of business;
- be simple;
- have good readability;
- combined with the geometric shapes of your emblem;
- Do not be afraid to apply new unique fonts.
With fonts, perhaps, everything, now we come to the second equally interesting part - how to choose a color for the logo.
The color scheme for the logo
Color is just as important when creating a logo as the font and geometric lines. And it may even have a great psychological impact.
Successful color combination:
- Blue, blue: masculinity, reliability, calm and cold. These two colors harmonize well with white, yellow, black, red, orange. Scope: b2b, banking, finance, internet business.
- Red: love, attention, action, strength, passion, fire, aggression. Red color is combined with yellow, white, black, blue. This color is often used by companies offering food and drinks, calling for action, advertising companies.
- Yellow: sunny, warm, cheerful, progressive. It is combined with black, red, green, blue, blue, white. Looks better in the accompaniment with the contour. The color of childhood, creative thinking, entertainment. Often, yellow is used by entertainment centers, design studios and also companies offering drinks and food.
- Orange: energy, sun, happiness. It harmonizes with white, blue, blue, black, orange. As well as red can call to action and whet your appetite. Used in commerce, sports, companies aimed at products and services for children, food, drinks, active lifestyle.
- Green: nature, freshness, life, harmony, innovation, health. Green is well combined with white, yellow, black. Soothing color, which is often used by companies of natural cosmetics, proper nutrition, spa centers.
- Violet: luxury, sophistication, mystery, grandeur, uniqueness, magic, creativity. It is combined with red, gray, white, orange, black. Purple color commands respect. Used in the fields of finance, IT, medicine.
- White and black are combined with almost all other colors, the main rule is their number in relation to the other shades.
In order for sure to choose a color combination for your logo, we suggest using several services:
- Adobe Color
- Paletton
- Colour Lovers
- ColoRotate
Good luck and patience in creating the symbolism of your company!