Introduction
Logos and branding designs serve as businesses link to existing and prospective customers. They help draw attention to the business and give them a distinguishing look from businesses in the same industry or other types of trade. As such, developing one's brand image using the appropriate logo and typography can lead to impulse sales and better business options. The focus of this paper is the evaluation of two real-world sign typography for two companies, namely, Loves Salon and Jinse Home Décor and Boutique.
Loves Salon
The company uses a San Serif typeface for the name of the organization where the fonts do not end with small finishing strokes. In terms of readability, the font size used was big enough and with the help of another color to highlight the letters (yellow on blue), the letters are legible and can be clearly seen from a certain distance and angle.
The typeface should evoke an emotion relating to the company, which, in this case, is about making oneself beautiful. However, I do not think San Serif is the appropriate typeface to use for this type of business because the letters look too masculine and the colors used do not appeal to the senses of the intended market, that is, women. It does not stand out and is not eye-catching. For the type of business that Love Salon is engaged in, it would catch women's attention if the fonts used were more feminine that use flirty strokes. Examples of these typefaces are Brush Script, Curlz MT, Lucida Handwriting, and Harlow Solid Italic.
Jinse Home Décor & Boutique
The company uses a script typeface for the company name with long brush strokes. In terms of readability, I think the size or height of the font used for the name of the organization is fine, but the font for the tagline is too small to make a visual impact on would-be customers. Considering the name of the company is not easy to recall, it would help if the tagline uses a bigger font size, thus, the company name should also be adjusted to a bigger font size.
Personally, I think this typeface will appeal to the intended market because of the femininity of the strokes used. The letters are legible enough and reach out to the visual interest of women. However, for improvement, aside from updating the heights of the tagline letters, I would suggest to change the font colors and the background to more lively tones instead of the cream/beige background. It has to be differentiated from competition in the area where the signage is located, thus, the typography and colors should already catch attention.
Conclusion
People who become loyal customers of certain companies or brand names are commonly attracted to a product when it "talks" to them. They should feel a connection because logos are visual representations of the brand and are the immediate touch point between the company and the customers. Therefore, to make that connection, the typeface must already attract attention and evoke an emotional response from customers, which can lead to impulse sales and brand retention for future purchases. This can be done by ensuring that the visual identity, lighting, and imagery of the brand are effective, eye-catching, and meaningful.
