When executing our typographical logo design and development projects, we focus on two main aspects. One being the typeface selection genuinely matching up to and properly expressing the brand's personality. Two being successfully combining the individual characters, as to be instantly readable to the viewer as well as playing well with one another. For example, a corporate accounting firm's logo design would likely have increased kerning (character spacing) and a more muted color palette, as opposed to a daycare center in which varying angle rotations and vibrant colors would be utilized.
Our process typically starts out with an intake meeting with the client, in which any required style guide rules are noted, a description of the company's mission and personality are gone over, and the desired reaction of the intended audience is shared.
Following this meeting, we create a color palette and select 3-5 typefaces. A typeface and color palette is chosen by our client, and we proceed to create a few mockups. Typically, one is then selected by our client, and then made available in a variety of industry standard file formats and resolutions for both web and print usage.