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Logo Type Treatment in Body Copy

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4 posts
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LauraTobin
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We have a client for whom we've designed a new logo with a distinctive type treatment for the company name. It's based on a font but manipulated so it's not a straight font. And it's not a font you'd normally see for brochure or print ad text copy.

What are best practices about using the logo font every time you use the company name in copy? Use the specialized font, or just use the company name in the same font as the rest of the text?

Looking to resolve difference of opinions on the subject internally at the agency!

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lauriekay
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Hi Laura:

It's really a design choice but most often we see the company name or brand name being used in the same font as the body copy. We do a lot of trademark work for members and when we review/submit samples to the USPTO this is the trend we see.

If you use the brand name in the stylized font in the body paragraphs, it often times becomes overwhelming and distracting, especially if it appears multiple times. Again, it's a design choice so you may want to see how it looks but our experience has shown that the font should match the body copy for legibility and a clean design.

If you want to chat more, give me a call,

Laurie
610-374-9093

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Brian Winkeler
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100% agree with Laurie. Logos exist to be experienced as a singular image. I can’t imagine anyone wanting to read copy with logos sprinkled throughout it.

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LauraTobin
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Many thanks for quick responses!

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