What's up, everyone? :)

I couldn't think of any Introduction right now, So I'm just writing this for its sake. I hope everyone is cool with that. 😝 (Like you guys have a choice for this, I'm the one writing this one haha)

🎇🎇"TYPOGRAPHY: Choosing the right Fonts" 🎇🎇

First things first, Like what I have said in the previous letter, This is my way and process guys. Different people have different perspectives. Just like how they like their foods. 😉

Now that's out of the way, let's move on 😃

When I choose fonts for my designs, I basically sort them out in my mind first. Here is how I sort them out:
(No particular order)

PURPOSE - One of the most important characteristics for me.
- Will it be for a shirt? book? poster? will it be for a headline or body text? Infographics? presentations? ~~Hotel? (trivago haha)~~ etc. By knowing the purpose, I could Immediately know if I'll use a display type or a more neutral-looking type.
  
  *For example, I would not want to use a very neutral or "bland" looking font in a shirt design or a game logo or any sector or industry (that is all about fun and enjoyment). Same thing with using "highly decorative" fonts in an infographic where most letters are in small sizes and are meant to be real legible.* Tho I must remind you guys that if you do master typography, you can essentially use any fonts in posters or shirts. But one must be highly proficient in typography to do this so I highly discouraged "breaking the rules" (for now) unless you are already comfortable playing with types and fonts to "break the type rules".
VIBE/PERSONALITY OF DESIGN - One of the most underplayed factors when choosing a font.
- What's the vibe of your design? is it futuristic? Psychedelic? Elegant? Masculine? Sweet? Casual? etc.
  
  Let me share with you guys the basics of how I classify the fonts based on their vibes:
  - SCIFI/FUTURISTIC/TECHNO- Blocky, square (box like); wide and expanded fonts.(think of Square Enix, Twitch, Minecraft, Overwatch, and Crysis logos)
  - MODERN HEADLINES/SCHOOL-RELATED STUFF VIBES - Slab serifs or semi- condensed fonts that can immediately catch the viewer's attention are your "go-to" fonts. (like galactech, bebas nueu, anton, oswald etc.)
  - HERITAGE/VINTAGE-LIKE HEADLINES - Black letters or black inspired fonts can be your go-to. (like maragsa, obra letra or any other related-looking fonts.) Black letter-inspired fonts to look like they are made or (thought of ) using the black letter or calligraphic lettering principles.
  - CASUAL/FRIENDLY/APPROACHABLE - For this one, I mostly recommend rounded-ended fonts (elephant, mamshie taba, etc.) you can also consider using a fat retro script for your headlines.
  - There are a lot more of this and may take a lot more time. and I don't want to use too much of your time. (and to be honest to you guys this is a bit of a subjective topic) I'm just sharing with you guys my way hehe.
FOR LOGOS/ BRAND OR BUSINESS TYPES. - One of the hardest to nail since it combines all the factors stated above as well as considering the brand voice of the business and the way your mark compliments the type.*I know most designers, go-to logo fonts are the holy trinity of font logos (HELVETICA, FUTURA, AND GOTHAM (I also would like to add MONTSERRAT here). But if you were to observe the recent trends in logo designs for the past few years, (2019 onwards), designers nowadays use more expressive fonts that encapsulate the brand voice of the vibes of the brands they're working on.

Let me share with you guys my process on how I choose a logo of a font. (no particular order)
- The personality or the brand voice of the business/brands that they want to be seen or known as. Is it elegant? Active? Authoritative? Casual? or a business that's deeply rooted in heritage etc. Your type choice should empower or double down on the vibes your pursuing, together of course with your mark.
- The mark and your type must complement. Like you wouldn't want an artistic monoline be partnered with an expanded or a very blocky type or a cartoon very esports-like mark to be partnered with an elegant san serif font.
- Check the characteristics of your mark. Is your mark rounded? fat? sharp ended? dynamic? elegant looking? illustrative etc. You could use the characteristic of your mark on choosing your type to be able to complement it.

Lastly, If the font you are using has stylistic or decorative alternates, please refrain from using the decorative glyphs in all letters to avoid tiring out the eyes from reading it. Aside from tiring out the eyes, using too much decorative shapes could destroy the flow of reading the logo.

I think that's basically it guys! That's how I mostly choose my fonts for my design work hehe. And honestly, this process also helps me ideate new font ideas. haha. If I can't find a particular font/typeface that fits the vibe or the purpose that I'm looking for, I make one. 😝

I do hope you find this newsletter informative :) If you do have any questions about it that you think I could be of help, please don't hesitate to reply to this mail. hehe

Keep safe everyone and God bless!

Lorenzo

*This is also just a quick reminder that for the upcoming fathers day (this sunday) Im giving away a father's day theme font. It's up for grabs! (free for personal use). Kindly click the Dadie link below. Also, you can tag me in ig(@lurinzu) when you use this font hehe.

✨✨Checkout my freebies here:

Dadie: Free for personal use.

Galactech: Free for personal use.

Oakward: Free for personal use.

Saphion: Light(Demo only)

Here are some of my works as well (IG)

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