Typographic Techniques | WEB112 | Premium Design Works

Logo design is an intricate art form using typography, color and iconography to communicate the essence of your business in one simple visual statement. Since your logo is the first impression that people have of your company, it needs to effectively communicate the essence of your business upon first glance.

— http://www.premiumdw.com/portfolio/logos/

Families: The mixing of typefaces to create color and design in a logo is common to communicate: credibility mixed with an element of fun, hierarchy of importance in readability, etc.

Size: Using different sizes for different letters can create sense of importance, stability and professionalism.

Contrast: Using contrast in variation can create a sense of drama and excitement.