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This is where I share occasional musings on all things type, design, and business.
Hi, I'm Jen Wagner

We all know the fonts we choose have an enormous impact on how our designs turn out — but just how big is the effect of switching up your type?

I decided to test it out by using the same logo template (by Studio Standard) and did nothing but switch up the fonts.

The result? Three completely different logos, despite actually being the exact same template. Check it out:


Logo 1: Perfectly Nineties, Runaways, & Pinyon Script

Bold, rich, and classy as hell.

For the primary text, I used Perfectly Nineties Black with extremely loose spacing (set to 500), and paired it with Runaways Regular for the sans. Accompanying the two is Pinyon Script, a free yet still stunning accent to the boldness of the serif and sans.

Logo 2: Sailing Club, Violet JW Sans, and Exmouth Script

A look that’s so traditional, it’s modern haha.

For the primary text here, I used Sailing Club and paired it with Violet JW Sans for the secondary text. The script is Exmouth, another free one that is super pretty and traditional while still being modern depending on the fonts you pair it with.

Logo 3: Promenade, Essential Sans, and Herr Von Muellerhoff Script

Feminine and delicate, yet still powerful.

For the primary text on this one, I used Promenade paired with Essential Sans Medium. The script on this one is Herr Vonn Muellerhoff (currently one of my favorite free scripts out there). You end up with something a bit more bespoke and feminine, with Essential Sans anchoring the style in the present day.

Super fun, right? If you want to create your own logo, check out Studio Standard’s logo templates (I use them all the time for my graphics!), and check out your favorites of the fonts I used today below:

Perfectly Nineties

Runaways

Sailing Club

Violet JW

Promenade

Essential Sans

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