Thursday, February 23, 2012

Picking the right typeface

So I had the plan of rebranding the dolly label near the end of last year. After reading various books on branding, I realized that Angel.Candy-Rock wasn't consistent in its brand design. I did not know anything about brand concept, my target audience etc. as well as logo design. It was created at the beginning as a casual 'for fun' thing.

Now that I know what is lacking, I have sat down to properly write out what I want this doll fashion label to be. The new name 'lovesprung' was born, and I opened a sub label under it called 'piccola fenice' (which means Little Phoenix in Italian. My mother gave herself this alias in Mandarin: 小鳳 :) to house my mother's designs.

The last logo concept I tried to do for Angel.Candy-Rock was this:

I'm a big fan of shabby chic, or furls, folds, elegance. It was a cute logo, but I felt the name itself no longer matched the style of clothes we are making. I did try a Bodoni style of lovesprung initially, for lack of time in finding a typeface that matches the feel of the brand as closely as possible. After a while, I didn't like it anymore. I am worried that my fickleness will prevent me from ever settling on any set typeface for the brand. :(

Currently, I am using a very modern and straight typeface for lovesprung (with the love sprouting out literally). It was a cool concept, but I'm afraid it still felt cold to me. So I started looking again for a proper typeface today, and I found a free font called Derivia by Ekloff fonts on I'm not a professional typography artist so I do not know how to make pleasant and healthy typefaces. I can only use ready-made free fonts and alter them a bit. So sadly, there is no 'blueprint' pictures of how the font was formed (like on behance). Lol.

In progress using nifty Adobe Illustrator (I didn't like the shortness in its arm/ear?, so I extended it longer and overlayed a bigger spur? Haha... Now you know I didn't have any basic foundation in typography to properly identify the different parts of a typeface):

Not-so-final version (I think I might want to close up the g) with the original typeface with wider tracking (space between letters) above. I thickened the overall weight of the typeface:

The maker of the font says of this typeface:
"An expressive serif font with a small x-height. It has a serious, yet quirky disposition. Capital letters based off of "Livia," a free public domain font by S.G. Moye." (I didn't use any capital letters so... hee)

I was considering another typeface that looked a little handwritten, but it came off too casual. The maker of Derivia saying it is 'serious, yet quirky' helped me solve my problem. It's fascinating how typefaces give off different personalities. I will have to start applying this logo onto new packaging (I'll be ordering a custom stamp to stamp the brand on clothes soon!) and update banners and such. It is a time-consuming task to undergo rebranding, when one requires consistency in all materials. @_@
2 comments on "Picking the right typeface"
  1. I like what you've done with your take of the typeface and your Illustrator. I happen to be the maker of the Derivia font (of and am glad to see that it is in good hands!

    1. Hi! Thank you for taking time to leave a comment. :)
      I'm honoured that you like what I did to the font you made! <3
      Thank you for sharing this beautiful font!