Making the right typographic choices for
your association's brand identity is absolutely critical to successfully
capturing the image you want to project. The skilled application
of typographic element is probably equal parts of science and art.
The choice of typeface is very important because the basic letterform
establishes the overall character of the logo.
Typographic options available to you and
your design team are virtually limitless, and continue to grow
at dizzying speeds. While options may seem overwhelming, a few
rules of thumb combined with a keen sense of what works narrows
the field.
Connotes stability, timelessness, classicism, elegance and a sense of history.
If you are trying to communicate "establishment", serif capitals
with a little letter spacing ususually does the trick because it is evocative
of times gone by.
Suggests a contemporary, innovative more forward-thinking brand.
Project a more industrial feel; lend themselves to carrying a weightier, more
solid feel to the message.
A cleaner, crisper look, ideal for architects, consultants and analysts.
Can be more relaxed, or more graceful than other fonts. Some
of the more popular italic families may suggest an image in motion,
to connote aggressiveness and forward-thinking.
Proceed with caution. A trendy look is great if you're a dot com, a restaurant
or a hip-hop recording label, but it is not advisable if you're an association
interested in building credibility over the long haul. Last years hot look
can easily become passe. An experienced consultant or designer keeps you solidly
grounded in the classics of typography and still delvers all the innovation
and breakthrough design you need.
Having chosen a suitable typeface, look at it in
different ways. Caps, lower case, upper and lower. Look for interesting
letter pairs or combinations that can be exploited to make the logo
more distinctive and memorable.
Corporate
Identity Design 
