First, we make sure we are looking at typefaces that are okay to use so the client doesn’t get into legal trouble.
As designers, we have to find ways to make the logo original even when we opt for a more generic font. Here is were the designer’s challenge comes into play. The best way to make a company’s name stand out - finding the prefect typeface to show it in. It might be accompanied by a symbol either set apart or integrated into the type but one thing is crystal-clear: it won’t be complete without the company’s name standing tall. Unless you are working for Apple or Nike, who are spending billions to be recognized by a simple icon alone, a huge part of brand recognition will be carried by your client’s business name. Since that is usually not feasible or affordable, many companies end up sharing the same one. In an ideal world, every company would have its own typeface.
