Don’t make a typo! Here at Imagup, we’ve been noticing a new trend in logos which are becoming more pared-down, with many going back to black and white or even single color use.

One big advocate of this fresh approach is Nissan which joins a long line of car manufacturers to use a two-dimensional logo, replacing its 3-D offering. The first big logo shake-up they’ve had for 20 years and one that has been created with its new electric vehicles in mind.

And what better way than to say ‘we’re back’ than kicking up a stir than tweaking your logo, the first thing customers see.


Nissan has pared back and put the focus on typography with a Nissan typography to unite them across their European markets at least.

And they’re not the only ones as new research from promotional products retailer showed us the importance of typography in logos.

According to its study, almost half (48 percent) of those surveyed said that wouldn’t buy a product or service from an organization that used italics in its marketing or logos.

Let’s face it, communication is essential to everything that we do. Of those surveyed, four in ten (40 percent) added that ‘less is more effective’ when it comes to typeface styles.


Whether you are a new company trying to create relationships with your audience, establish yourself within a growing industry, or simply connect and engage with others on a level, evidently, communication is key.

While most are familiar with color psychology, and how certain shades can make us think differently, what people may not know, is that we’re also affected by font psychology.

Nearly two thirds (63 percent) of respondents said that they wouldn’t read any form of literature if it was written using the Comic Sans MS font so choose your type wisely.

Certain typefaces have significant emotional appeal. People typically view different parts of something as a unified whole, according to the ‘Gestalt Theory. This means that people deliberately try to find meaning in shapes, designs, brand names because we believe that things can convey meaning and by ensuring all parts of something are unified as a whole to work together can help to communicate clear or subtle hidden messages.


Choosing the right typography in logo design could help you to fill the gaps in your brand personality. Which typography should you pick? It depends on what brand identity that you’re trying to create. Read our guide below on how to pick the right typeface for your logo.

How is personality conveyed through type?  Every font has its own personality. Finding the right one and matching it with the mood of the brand and the audience is essential.

  • Serif font psychology

This type of font is often used in the formal and scientific context.

  • Light versus bold

These types of fonts are often clear and stand out.

  • Rounded versus angular

These edgy typefaces are often used to convey initial concepts.

  • Lowercase versus uppercase

The fonts are often associated with the feelings of compassion and innovation.

  • Condensed versus extended

These two extreme designs are often used to play of peoples’ feelings.

  • Short versus tall

Heaviness and stability are the feelings that are often associated with short fonts while the idea of lightness and luxury are subconsciously conceptions derives from tall fonts once they are seen.

The world is full of beautiful fonts and typography thus plays a vital role in logo design. The fact that large corporations only use typography alone in their logos emphasizes the true impact that a good can have when they are designed really well. It’s now normal not to have it used with any other symbols or graphics added alongside and instead the focus is on the form of the letters, the spacing and its size.


It’s important to understand the font categories, their characteristics and the demographics of your target audience rather than picking a type that you think looks right to use. As well as typography palette, the use of colour in branding is equally as important. Although colors have meanings associated within them, fonts have these personalities that make them essential to clear communication.  It is an art form that helps to emphasize and influence the significance of what is communicating.

If your company needs a new logo design the first question is do you go for a completely different logo or tweak the logo design by using tools like DesignHill, you already have the likes of Nissan. Whatever your decision there are four key rules to consider as well as the importance of typography.

  1. A logo should represent what you do without being too literal. Look at Amazon’s smiling parcel design which is almost perfect as a logo. Doing the groundwork into this and around your business model is worth it as research shows how loyal consumers are if they recognize you (with fondness of course!).
  2. Make sure it works with your other marketing and look at any design mock-ups on adverts, display stands, email blasts to check it works with your day to day work. You need to have a budget and adhere to it, so don’t waste money on designs that won’t work within your existing marketing framework.
  3. The logo doesn’t have to be a literal interpretation of what the company does. in fact in some cases the more abstract the logo, the more enduring it can become. Shell doesn’t scream petrol, but it has become an enduring logo. Similarly, penguins don’t shout books, but the image of an inquisitive penguin somehow works in publishing!
  4. Don’t be afraid to be different as logos are a way that you can stand out from the crowd and try and infuse your logo with personality, even wit. This can be hard and is why good designs and designers are expensive. But if a job’s worth doing, it’s worth doing well.

About Michael Farmiga