Logo Design Typography in Logo Design

Question 1

What is a 'wordmark' logo?

Accepted Answer

A logo that uses only the company's name in a distinctive typeface

Answer

A wordmark is a text-only logo where the company name is set in a carefully chosen and often customized typeface.

Question 2

Which type of typeface is generally associated with a classic, authoritative brand identity in logo design?

Accepted Answer

Serif

Answer

Serif typefaces convey tradition, reliability, and authority, making them popular for law firms, newspapers, and luxury brands.

Question 3

What is 'kerning' in typography?

Accepted Answer

Adjusting the space between individual letter pairs

Answer

Kerning is the manual adjustment of space between specific letter pairs to create visually even spacing throughout a wordmark.

Question 4

Why do many professional logo designers convert text to outlines before finalizing a logo file?

Accepted Answer

To prevent font substitution issues when the file is opened on another computer

Answer

Converting text to outlines (or paths) embeds the letterforms as vector shapes, ensuring the logo looks identical on any system regardless of installed fonts.

Question 5

What does 'tracking' (also called letter-spacing) refer to in logo typography?

Accepted Answer

Uniform spacing adjustment applied across a range of characters

Answer

Tracking adjusts the overall spacing between all characters in a word or block of text, affecting the openness or tightness of the wordmark.

Logo Design Practice Test

Logo Design Practice Test

Logo Design Typography in Logo Design