![]() What people ought to see should be pleasant and welcoming, not overwhelming and unattractive. In business settings, this means making sure that it's just right and not overdone, which is the principle of great design and typography. Your logo acts like the first handshake when you meet a new acquaintance. Fonts and typography play huge rules in both steps, and smart choices can quickly deliver results. Second, you hold their interest long enough to convert them into possible customers, clients, or even partners. With a logo, making that impression usually comes in two parts: first, you capture people's attention by doing something original or clever. First impressions last, and that's something you should never forget when working with a brand that's fresh out the cut.
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