Trying to do the logotype for a realty brand. Was looking at this classy, upmarket, clean sort of highbrow look for the brand. Colours like Golds and Blacks and some combinations of yellowish greys.
First I felt that the typeface choice might influence the feel more than the logo. After going through some type choices like a still at school designer, I thought of using bodoni with some good amount of tracking and nicely pairing it with helvetica nueue for subtext.
But as I went on with the process of designing the logo I felt this was a bad move, should have maybe designed the logo first and then type. My three logo options came out fairly geometric and clean cut and suddenly I couldn't see bodoni being paired with that. (Options had strong rectangular feel, one is like a cuboid, another one a very ladder like feel.)
So I shifted my attention to some good clean looking sans serifs, the only typeface that seems to fit was Gotham ( Maybe Telefon too but I didn't like the characteristic E for this particular task ). Another typeface I really like is Brandon Grotesque and thought it might work too. Comparing these I feel G0tham might do a better job because it seemed sharper, but it is so overused right now. The sensible part of me says I should go with something that seems to suit the work, another part of says that using something that is everywhere doesn't really set the brand as apart. On the other hand Brandon Grotesque is "in". sort of. SO can't decide again.
Can't seem to decide, Help on this sort of a thing?
Also, I know the brand attributes I have given might come off as very subjective, but that's the generic description I could come up with. Also, how do you get that high brow, clean, premium look using Sans serif typefaces. Lets assume I pick a geometric sans serif for the main brand/logo what family of typefaces would make for some good collateral text. Tips, thoughts, Feedback, critique of my views will be very very helpful.
Also started looking at Neutraface as an option.