Typography

Typography refers to arranging type and type design, or more commonly called fonts. Many people do not take into consideration all the effort that goes into typography. If you look at the most type-based logos, they were not just typed out and a font chosen, typography is carefully choosing the type, the weight of the type as well as the space between the letters.

In more recent times, typography is usually done by graphic artists, though in the past typesetting was a specialized occupation all on it’s own.

Typography does not just refer to the text in a logo, but text in documents as well, such as a newspaper, the type is carefully constructed so that the reader has the easiest reading experience possible. Think about reading a document that has large spaces between the words, the reading gets irrupted, with a steady flow of words, it’s easier to read.

Color is also a part of typography, it’s not typical to see yellow type on a white background, as it would not be easy to read at all. The higher the contrast the better, but that’s not to say that every high to low contrast color combination looks good.

It’s always good to have a professional design your logo, as logo designers are not only skillful in graphics but also typesetting and  color, these are all things that are very important in a logo.

Read more about typography on Wikipedia