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Type inside a logo

Lesson 8 of 34 in Typography.

Customizing type for logos · Flux Academy

Lesson

Where a licensed face stops being enough.

A wordmark with letterspacing opened and two letters redrawn to fit.

Two side-by-side shopfronts with identical signboards, their owners looking at each other's sign in surprise. — Two neighbouring shops ended up with the same plain lettering on their signs. A logo set in an unchanged bought typeface can be matched by anyone, even by accident.

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Question 1, locked
A designer modifies a licensed typeface for a client's logo, then sends the modified font file to the web developer. What line may they have crossed?
- Modifying the face at all, which licences forbid for logos
- Using a licensed face in a logo without a separate fee
- Passing on the modified font, which most licences forbid
- Redrawing more than two letters without asking the foundry
Question 2, locked
A studio starts by tweaking two letters of a licensed face, then ends up redrawing the whole alphabet. What does the lesson say they now have?
- A logotype, exactly the same as with two letters
- A typeface, possibly derived from someone else's work
- A licensed face that still belongs entirely to the foundry
- A wordmark that nobody else could arrive at
Question 3, locked
Google swapped a serif that failed at sixteen pixels for a geometric sans that works everywhere. What price does the lesson say it paid?
- It lost the ability to animate the logo smoothly
- It had to license a new face from a foundry
- It now fails on printed signs and buildings
- It became the same shape as other tech logos

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