Logotype - Initial ideas

My starting point for initial ideas was to first look into the typefaces that I believed would be most relevant to my company. In this case Bodoni and Garamond were the more formal typeface of the six to choose from, however I also looked at using Futura to see whether a bold and neutral typeface such as this could also work.

Bodoni - Giamattista Bodoni 1740 - 1813

• Bodoni is a series of serif characters from the ideas of John Baskerville, as found in the printing type Baskerville.
• Its an easily recognisable Romantic typeface with vertical stress and slightly bracketed serifs.
• Popular typeface among fashion labels for its formal look. e.g. Armani Exchange, Calvin Klein, Elizabeth Arden. It is also frequently used in fashion magazines.

Garamond
This typeface originates from 1495, when it was created by Claude Garamond and initially used in punch cutting. Christoph Plantin obtained the Garamond punches after the death of Garamond in 1561. In 1621, french printer Jean Jannon produced a specimen of typefaces that show similar characteristics to designs created by Garamond 60 years prior. These designs then disappeared from use for about 200 years until they were rediscovered in the French National Printing Office in 1825. During the early 1900s the types made by Jannon were used to produce a history of printing in France. This wide range is what brought exposure to the french typographic style and the Garamond types. Italics for Garamond have sometimes been based on those cut by Robert Granjon.

Futura

Paul Renner, a german type designer first created Futura between 1924 and 1926. He shared many views with members of the Bauhaus, including the idea that modern typefaces shouldn't just be a revival of previous designs. Instead, it should be express new and innovative modern ideas. Commissioned by the Bauer type foundry, Futura was commercially released in 1927.

I particularly like how Futura effects the appearance of forwardness and efficiency, while making use of basic geometric proportions without frills or serifs. After researching about Futura and its intentions it made me think about the idea of 'forwardness' because companies such as therapists and counselling are designed to help people move 'forward' in their lives.