As the term suggests, a text-based logo is one that is not represented by a drawing or a picture, but by a word or group of words. Notably, majority of the Fortune 500 companies prefer text-based logos because they are simple and recognizable. Despite their simplicity, however, designing text-based logos is far from simple. This article talks about some important aspects of creating a text-based logo.
Kerning: Using spaces between letters effectively
“Kerning” is one of the most important element of text-based logo design. It involves proper spacing between the letters used in the logo. In order to do this successfully, you need to be aware of how different programs or design software produce these spaces. Whenever you type a word into your computer, the program “guesses” how near or far each letter should be to each other. Some programs are better at kerning than others. Microsoft Word, for instance, is not good at kerning (though it was not primarily designed for creating logos anyway). Adobe Illustrator, meanwhile, is better at kerning, but not perfect.
Combining Letters: Using a “trained” eye
Although letter spacing is something that is “automatic” when you use computer programs or software, it is still crucial to use a “trained” eye when making a text-based logo. This is because even if a logo appears perfect on your computer screen, it may not be as good when it is printed out or enlarged to the size of a billboard. Hence, you may need the skills and experiences of a trained graphic designer to focus on this. For instance, they would know the difference between combining the letters A and V, which require a more condensed space than combining the letters N and M.
The principles of kerning or letter spacing would also apply to your logo’s “tag line” (if you have one). Basically, the tag line is a group of words placed underneath the logo, describing an important product or feature of the company.
Style: Using the right fonts
When it comes to choosing a font for your logo, it is important to note the different types of typography and their characteristics. For instance, a serif font (e.g. Times New Roman) is considered as traditional and conservative, whereas a sans-serif font (e.g. Arial) signifies a more modern style. What’s more, an Italic font can symbolize “speed” and “decisiveness,” while a font that slants to the left may indicate “hesitation.” Meanwhile, when it comes to the number of fonts, a maximum of two font styles is recommended.
Although there are no permanent rules when it comes to choosing the best font for your logo, there are certain fonts that should be avoided. These include Chancery Script, which is not exactly the most readable font there is; Papyrus, which used to be popular until almost everyone decided to use it; and Comic Sans, which designers often caution others to avoid.
As you can see, creating a text-based logo is not that easy. You need to consider kerning or letter spacing, as well as the font style that best suits your logo. Take note of these elements, and you can create an effective text-based logo!