From the course: Spotting Logo Trends
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Morphing into typography
- Typography, whether it stands alone as a wordmark or combines with a symbol as part of a corporate signature does much of the heavy lifting in identity design. On its own, it has to set the tone for brand personality before the words or name it creates are ever read. And, when tied to a logo, it may play a supporting role, but nothing is more glaring in design than a bad marriage of type and mark. From a timing perspective, the rapid influx of monoline wordmarks had to have been seen coming. Let's use this March Hare as our influence for our current logo. I can see this monotype mark developed as a bit of a fusion and adaption. The labels here are much less important than the result that came to market. Monolinear, or unmodulated fonts, are not a new thing. Many sans-serifs, like Futura, or slab-serifs, like Rockwell, would fit into this category, but great script fonts live and die by intoxicatingly voluptuous line weights. Cursive stroke widths reflect the pen used to craft them…
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