Key learning points

1. A simple design is easily recognisable and memorable. Complex logos can be difficult to reproduce and may lose clarity.
2. Organising text in a way that creates a clean, professional look. Consistent alignment helps guide the reader's eye.
3. The design should reflect the brand's identity and values, resonating with its target audience.
4. A strong logo should be distinctive and easy to recall, helping to create brand recognition.

Keywords

• Typography - the art and technique of arranging type to make written language legible, readable, and visually appealing

• Logo - a symbol made up of text and/or images used to identify a brand or organisation

• Serif - a small decorative stroke or extension at the end of a letter's main strokes, often seen in traditional fonts

• Sans-serif - a typeface without the small projecting features called "serifs", known for a clean and modern look

• Kerning - the spacing between individual letters in a piece of text, adjusted for better visual balance

Common misconception