Hi there!

I am in the process of re-branding my small (still one-man) company for a marketing drive, and I have a question regarding typefaces in the logo. I cannot decide between the following two options:

A) Use the same Typeface in the logo/name as well as in the documents, brochures, and all related material, including internal material and official documents, in order to create a sense of cohesion

B) Use a certain Typeface in the logo/name, and use something generic like Times or Helvetica in documents, handouts, and all similar material.

Any input would be greatly appreciated!

Etienne Snyman

Option B is my advice:
1. Using simple fonts in your documents, brochures, web site/pages, etc. simplifies cross OS, applications, browsers, etc and heightens the users experience (ease of use).
2. Using a distinct logo:
>In My Opinion the Logo should be left in its own domain of creativity.
>This will allow you to come up with different ideas for your logo, while leaving your domain of documentation unaffected by your logo's color, styling, effects, etc.
>Remember some logos change over time.
3. Using a font that is complex may be great for a marketing tag line or a companies branding i,e, the FORD motor company's scripted FORD font logo. But if you were to place a brochure in front of a client that used the Ford logo's Font in the entire brochure, chances are the client will browse over the document but NOT read it in its entirety due to the complex nature of a script based font. This serves as an extreme example of why one should not use complex fonts in customer facing material. As the chances are already low the client will not read an entire brochure.

I would recommend you variant "A". I guess its the best one.

Option A is a good idea. It will give your entire marketing materials a consistent look and feel.