Before creating the final files, we conducted one last experiment comparing the style of type used in the alternative composition’s tagline. We tested two options: a custom sans and the brand’s, playful serif font.

Presentation Five

Below are digital traces showcasing the re-drawn logotype on a rising baseline. The two versions also compare tagline styles. The first is a custom sans, and the second is your brand’s serif font. I think the simple sans is a stronger direction and more in line with historic retro examples.

Since the sans is a custom drawing, there would be no need for an additional font license. Also, I am planning on giving the sans subtle rounded corners to reflect the friendly/hand-made tone of the logotype.