The job of designer is not easy at all. When you meet clients and projects, you hear only demands, and high expectations, but rare are those who know exactly what they want, and provide you with enough information, e.g. where to start from.
Typography plays a great role when it comes to design and it’s final look. Logo designers have to have deep understanding of the different contexts in which those designs might be applied – business cards, posters, signs, packaging… When it comes to choosing fonts, you have to think first, what kind of message you want to send to the world and who is your target group.
Advertising, signs, commercials are all around us, and you have to do something different, that will stand out from the others. That includes ‘playing’ with fonts, adjusting them to your needs – kerning, tracking, legibility, alignment etc. Still, you have to stick to the trends, in order not to scare away consumers.
Here are some great examples how Google fonts are used and the whole new typefaces exhibition.
You can check more on https://www.behance.net/gallery/51324315/5-Google-Fonts-Trends-and-Combinations and https://www.behance.net/gallery/15803129/Call-for-Type-New-Typefaces-Neue-Schriften
