This identity is for an investment company in West Africa. The concept is based on the Kente cloth patterns used throughout the culture. I love the way the rich, colorful pattern creates the “W” initial. The font used for the name is called “Today”. I love the clean contemporary feel of it. It brings both a current and credible contrast to the symbol. I believe using fonts that endure through time and kerned with extreme care is what truly makes or breaks a design. Poorly chosen and executed typography will both date and determine the level of perception of a logo. It is the classic and foundational element which provides an enduring life to a brand. A designer is wise to invest the time to study and master the use of typography. It will enable he or she to create brands that can live beyond the trends which so often clutter the marketplace and pop culture of design.
