I have always been very indecisive when it comes to choosing a typeface, so I knew I needed to spend a lot of time figuring out the brand’s personality before I started to choose a typeface. I looked through so many websites, tried pairing compatible typefaces together, saw how they would look as a wordmark and yet still, I couldn’t decide.
Myself & Daniel then had a discussion, where I realised that I was really just overthinking it and the best solution would be to stick to one typeface, one which is quite neutral & legible, especially when my app is going to be rather text heavy in certain areas. I also think selecting a simpler typeface helps to make designs look a lot more clean and crisp, which is also something I want for my brand.
Daniel recommended this typeface for my project.
The chosen font for my entire project is GT Ultra. Here’s a little background/description of the typeface.
“GT Ultra dances between the worlds of sans and serifs, fusing calligraphy and construction. The versatile typographic system combines the centuries-old context of serif type with the dynamism of modern sans; challenging its own definition and questioning contemporary typographic expectation.”
I really wanted to make sure that I had a strong wordmark that fully represented the name and personality of Happy Tales. I done a lot of sketching and figured that GT Ultra would also be the perfect font for me to manipulate the anatomy to resemble wagging dog tales.
I had a couple of attempts before actually coming to my final wordmark.