COLOR & FONT
One question I always ask my clients is, "What style, look/feel, colors do you like?" Font and color choices is where most people get stuck. Hopefully the ideas below will help inspire you!
COLOR SCHEME INSPIRATIONS
A great color scheme is essential for your company's brand. Your logo should be simple, clean, and memorable. In most cases, it's best to stick with two colors, but a third color can be added as an accent. A professional logo designer will create your logo with various applications in mind, such as web, print, signage and embroidery. These applications require your logo artwork to be provided in vector and raster formats, such as EPS, PDF, JPG, and PNG. (Always request these formats from your designer.) Below are a few color palettes for inspiration.
More than almost any other design element, fonts deliver both message and feeling to your viewer almost instantaneously, so it's important to pick the right one for your business. There are five basic types of fonts: Serif, Slab Serif, Sans Serif, Script, and Handwritten. Below are a few examples.
This is one example of a "Serif" font.
Serif fonts are the most classic, original fonts. They are named for the little feet at the top and bottom of the letterforms. Serif fonts are in nearly every book we read or document we open. They are go-tos for logos and print copy and are generally considered to be the most trusted (or conservative) fonts.
This is one example of a "Slab Serif" font.
Slab serifs are the fonts with the most impressive, large serifs. They are the louder cousins of the classic, quiet serifs. Slabs can bring a vintage vibe to a design or a rugged athleticism. They work incredibly well for any brand relating to the outdoors and the more refined modern versions always feel a little artsy.
This is one example of a "Sans Serif" font.
Sans serifs are fonts that lack the little serifed feet. Sans serifs are considered efficient, clean and modern They are also readable at a large range of sizes and their less-detailed shapes have lent themselves incredibly well to digital screens. Sans serifs are bold—while they work well for long paragraphs text they have always shone in larger uses like headlines and logos.
This is one example of a "Script" font , ( formal style; casual style ).
Script fonts are separated into two categories: formal and casual. Formal scripts are the very fanciest scripts. While they shouldn't be used for extended amounts of copy—they will never go out of style for anything with an elegant or historical feel. Casual scripts resemble less the work of calligraphers and more of sign painters. These scripts have far less flourishes and are more legible. They work well for anything with a more casual, homespun, creative feel including logos, posters, and pamphlets.
This is one example of a "Handwritten" font.
Handwritten fonts mimic the loop and flow of natural handwriting. Handwritten is a relative newcomer to the world of fonts, but there is now a huge range of them available digitally. (Love it!) They work really well for book covers and posters and are inescapable in logo design, as they bring a creative, unique touch. (Note: A fun font is great for a logo or headlines but sometimes they lack the full range of letterforms and punctuation for extended copy.)