Video Lesson
Typographic Logos vs. Logomarks
A wordmark (Google, Coca-Cola) uses styled typography as the entire logo. A lettermark (IBM, HBO) uses initials. A combination mark pairs typography with a symbol. Each approach has strategic implications.
We will analyze iconic typographic logos and understand why their type choices work — from the geometric precision of the Google wordmark to the flowing script of Coca-Cola.
AI Logo Generation and Refinement
AI tools like Looka, Brandmark, and Midjourney can generate logo concepts rapidly. However, the real skill is in refinement — taking an AI-generated concept and polishing it with professional typography knowledge.
We will use AI to generate initial concepts, then manually refine letterforms, spacing, and balance in Figma or Illustrator. This hybrid approach combines AI speed with human craft.
Custom Lettering and Modifications
The most distinctive logos use custom or modified letterforms. Techniques include joining characters, removing strokes, filling counters, or adding unique terminals.
AI tools can suggest modifications and generate variations. We will practice taking a standard font and customizing it into a unique wordmark through systematic modifications.
Hands-On Exercises
- Generate 10 logo concepts with an AI tool for a fictional coffee brand — select the top 3 and explain why
- Take a standard Google Font and create a custom wordmark by modifying 3+ letterforms
- Design a responsive logo system — full wordmark, abbreviated version, and icon — using AI-assisted workflow