I was not able to find the logo font anywhere in the Branding folder. The original vector files have the font converted to shapes so it no longer tells me what it was created with. However, I was able to do a font identification scan from the logo in Adobe and it looks like it was probably created in ITC Avant Garde Gothic Pro Bold (with obvious modifications, like merging the 1st few letters and replacing the dots on the i's with perfect circles).
I have done a few things:
- I updated the file in the Branding kit to include some font and font pairing information for future reference.
- I compiled a PDF showing varied proposed font pairings for the website. The 1st on each page is a screenshot of the current fonts used on the website. I thought that we should explore alternatives that would go with the logo better ... as MacKenzie had mentioned this as well. I also felt that the current fonts used don't effectively communicate hierarchy.
- I decided to pull the colors and gradients from my initial sandbox file and integrate them into these font pairing pages to see how things might come together and to discuss which ones you feel are the direction you might want to take. I have a mix of lights, darks, gradients and white combinations... The options are endless, this is just to have a discussion. The biggest decision to make is which light tone you want to use. I will explain this more on the call Monday.
- I have confirmed that the fonts I proposed are web friendly and licensed for company use. We don't have to use these, but I chose them based on research of what pairs well with the font that the logo was created in.
I can not make a global change to the fonts in the staging site at this time due to technical difficulties with Elementor. So this was done in InDesign just to start the discussion.
I did not forget your note to see what things would look like with rounded corners VS sharp edges. I just haven't gotten that far yet. It is an easy thing to do in Elementor once it is working for me.
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