Jumbo sized infographic explains some basic typography terms, concepts and what various typefaces mean when used in a logo.

Working with thousands of clients over the years, I’ve often found it an issue to explain the use of typography in logos. Adding this or that font is reasonably easy, but there are some concepts that a client (and designers) need to be aware of and there’s lots of stuff to grasp, especially for anyone who’s new to design or branding. I often find myself rehashing the same font sermon over-and-over again and figured one way to nip this in the bud is by creating an infographic that addresses some basic concepts, phrases and notions about using type in a logo. Something I can go through with clients quickly, rather than blather on without any context. The result is this Typography & Logos infographic – not a bad production if I do say so myself, though it’s a bit light in the graphics and a little heavy in the info. Here’s what it looks like:
That’s the version scaled down for use on various blogs. The original was set up in Adobe Illustrator (unlimited resolution) and I’ve uploaded a bigger version here (fair warning – that puppy weights in at 400 kb and is 1200 by 4000 pixels in size.)

Typography PowerPoint presentation.

Using the graphics and verbiage from the graphic above, I edited an earlier PowerPoint using the information from the graphic (with some additional material) and turned the entire shooting match into a 39 slide presentation. That’s below.


Pretty much everything you’d need to know about typefaces and adding one to a logo.

Footnote: Infographics as content.

As 2016 winds down to a close, it’s a yearly ritual of mine to sketch out some plans for the upcoming New Year. Not resolutions per se (we all know how they work out) but simple scribbles and rough ideas of how I’d like to improve things over the last 365 days. As always, an area I need to be a little more disciplined about – be it for my day gig or as a brand consultant – is the regular creation of useful content revolving around logos and the design of same. One of the best content delivery systems (as well as fun design exercises) are infographics, monster-sized images that feature a wealth of information about one subject or another. I’ve dabbled with them in the past, created quite a few for my core blog, but have always taken a slap-dash approach to the design – viewing each one as a standalone graphic. One of the things I’m planning to do in 2017 is to expand my use of infographics but from a branded point of view, each one being part of a series (I’ll also rebrand them for various applications.) If things go the way I envision, this will be the first in a series.