To commence the designing the decision was made that due to the nature of the Go Higher being an educational organisation the brand identity should be comprised mostly of strong and purposefull typography with an added graphic element is appropriate.
The decision was made that a strong and geometic sans-serif style typeface would be used for the brand identity due to the emotion that it can evoke. The solid, structured and orderly nature of the typeface style creating a contextual link between the organisation and the logotype.
After evaluating the application of each of the sans-serif style typefaces shown; Montserrat, Avenir and FF Real Text for the purpose of the brand identity the decision to which of the fonts to take forward into the final stage was an easy decision. Due to the fact that neither of the typefaces have any more relevance to the purpose than the others the final decision for typeface cam down to a solely aesthetic decision. The final decision was made to use the typeface ‘Montserrat’.
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