Week One: Wolk

A good logo should accurately depict the goals of the company. The Diet Coke logo works as far as typeface goes for many reasons. First of all, the original Coke logo is included, reflecting the fact that Diet Coke tasts just like the original. The letters are tightly kerned, keeping the design compact and easy to read. The serif font looks classic and timeless, reflecting the years that Coke has been around and dominating the beverage industry. The word 'diet' has been italicized, which coordinates with the idea of the drink being light and airy. The font keeps a classic look, so it looks like it still belongs with the word Coke. I think that the Diet Coke logo's typeface was carefully chosen and that the decisions that were made were the right one.

I have chosen this Covergirl logo as an example of badly-used type because I feel as though the chosen typeface poorly reflects the brand's chosen audience. Covergirl is currently aimed mostly at a younger audience, especially the teens and pre-teens who shop for makeup. The type used in the logo is sans-serif and uses all capital letters. This can be interpreted as modern, which is something that works in Covergirl's favor, but is also seen as very classic. The font shows that Covergirl is well-established yet doesn't make it stand out or appear unique in any way. For the older audience that Covergirl sells to, this logo could work decently well, but fails to attract the huge younger audience. If the letters were serifs or had some form of embellishment, the logo would be much more aesthetically-pleasing and attention-grabbing. Covergirl needs to be eye-catching more than other brands because it is sold on the shelves next to a dozen other relatively similar products. I think that even using all lower-case letters would work for this logo, because it would appear modern and feminine.