Priori Acute Logo Pairings

Hi All,

I'm rather new here and have to say that I an so thrilled to have found this community. It's fabulous to have someone to talk to about type. Most of my friends eyes glaze over if I even say the word :-b.

I'm working on a logo for a client that supplies the jewelers trade. I fell hard for Priori Acute and have them in love with it now as well. I am now in the process of determining the font pairings and thought someone might have an opinion.

I'll be setting a tagline as well as their name spelled out in full. Can't use Priori Acute for the full name as it will often appear small, for invoices and the like, and the sculptural beauty and playullness of it disappears at smaller point sizes.

The Eras Medium in the tagline is merely a style placeholder. I want something that supports the type above, but does not compete with it. something perhaps a bit approachable... any thoughts?

cdunitz's picture

Oh, ps, Priori Acute is all caps, so I created the small case f out of a cap F and the British Pound symbol.

hrant's picture

Yeah, although I like Eras it's too 70s here.

I was going to suggest Perpetua, but then I read "approachable"... Is the font you choose for the tagline going to be used for a good amount of text too?

hhp

cdunitz's picture

no, the tagline ont will be used only with the logo.

riccard0's picture

I would search for something similar to a flattened version of Priori.

hrant's picture

What about [something like] Charter?

hhp

david h's picture

about the perspective of the "j" -- intentionally?

cdunitz's picture

David - yes, it is intentional. Priori Acute was designed by Jonathan Barnbrook, you can read his comments about the ideas behind the design here:

http://www.webstandardistas.com/2010/01/priori-acute.php

Stephen - I tried it and didn't care for them together. Too period. I'd like a lighter, complimentary effect.

Hrant - I thought to stay away from serifs, though that was what I tried initially, because though I tried several it seemed a bit over the top. The Logotype is such a strong persoality, that I am thinking perhaps to compliment it with a sans.... I'm looking at Advert Light http://www.fontshop.com/fonts/singles/fontfont/ff_advert_light/

david h's picture

> David - yes, it is intentional. Priori Acute was designed by Jonathan Barnbrook,

Claudia,

yes, I know that :). maybe I wasn't clear: intentionally by you -- the logo designer?

cdunitz's picture

Oh, duh, sorry about that. I have not changed perspectives on anything. The letters present exactly as designed. I did size, kern and rotate the finished logo. I also crafted the lower case f out of a cap F and the British Pound sign.

hrant's picture

I guess what you need is a sans that warps tradition
but remains friendly and readable. This means: Legato.

hhp

cdunitz's picture

Hmmm... I'll mock it up along with the Advert tomorrow and report back.

Thanks!

Nick Shinn's picture

I would suggest something sharp, like Beaufort Extended.

BTW, equalizing the weight of the inline would improve the ambiguity of the effect, by putting all the letters on the same plane, as it were. At the moment, it looks like the J is too close to the viewer, and the S's too far back.

hrant's picture

Something sharp is a good idea, but it's hard to find a font that's both sharp and approachable.

> it looks like the J is too close to the viewer, and the S's too far back.

But I think that actually adds an interesting -and fitting- dimension of depth to it! It's like you're looking at a triangle from the top (with the "J" the high corner and the others sitting lower).

hhp

cdunitz's picture

Thanks Hrant! That part of the design was done on purpose. Though I did not change the perspective, the J is larger in proportion to the f, and significantly larger than the s'. I wanted to emphasize the "Jewelers" in the name and pull it forward a bit. The font itself very obligingly supplied the effect. Did I say I love this font :-)) ?

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