Logo Typography Direction

Brand name: [name] Brand personality: [describe in 5 adjectives] Industry: [your industry] Audience: [who you serve] Logo style: [wordmark, lettermark, or type as part of a combination mark] Create a typography direction brief for the logo: 1. Typography personality needed (describe the feeling, not a font name) 2. Serif vs. sans-serif — which fits and why? 3. Weight direction and what it communicates 4. Uppercase, mixed case, or lowercase — and the rationale 5. Custom lettering vs. existing typeface — which fits the brand? 6. Letter-spacing guidance and how it affects the brand feeling 7. 3 reference logos with typography you admire and what works about each 8. What typography styles to avoid and why