HCI logo

Wordmark

Text-only logo that spells out the brand name; often uses distinctive typography

Lettermark

a type of logo that uses initials or abbreviations of the brand name

Brandmark

a type of logo that uses a symbol or icon that represents the brand without text

Combination Mark

a type of logo that merges a wordmark or lettermark with a symbol

Emblem

a type of logo where a text appears inside a symbol or badge. Often resembles seals or crests

1. Select elements & compose

2. Add brand name (optional)

3. Customize Colors

4. Finalize and publish

Steps in how to make a logo

typography

the art of creating and setting type to honor the text it displays

typos (type) and graphos (written)

two latin words that the word typography came from

Typeface

the family of a font (Times new roman, Arial)

Font

a specific style within a typeface(family)

arial bold 12 pt

Leading

line spacing between rows of text vertically

Tracking

uniform adjustment of space across a range of chatacters

Kerning

space between two specific character pairs most commonly AV

Old Style Typefaces

Humanist Serifs, moderate contrast

Modern Typefaces

High contrast, vertical stress

Slab Serif Typeface

Thich serifs, blocky

Sans Serif

no serifs. clean lines

Script font

Handwritten feel

Decorative / Distressed

Stylised, thematic