Brief 3 - Initial logo ideas / Font choices

Just exploring various compositions for a potential logo design for 'Form &/and Writing' — we are still unsure whether to us an ampersand or the word itself so we'll explore all avenues and decide which works best. We each have decided to come up with our own ideas to then come together and choose what aspects are working best and to combine what we think works most effectively.

Goudy old style

We thought it would be fitting to use a serif font as this draws back to the origins of type. I initially chose Goudy Old Style due to its eccentricities and unusual characteristics in comparison to Times, for example. It is also considered to be the most readable serif typefaces for print and web.

Times

Seen as the most 'go to' (default) serif typeface, it has become one of the most widely used typefaces in existence. From designing these initial ideas and asking people around me what they think, it is probably worth not using more than one style or weight within the logo / word mark to try and ease its readability.

Garamond

I also tried using a stylistic and eccentric ampersand to balance out the two words but as Charlotte pointed out, it looks out of place and probably more suited to a feminine clothes / health brand, as opposed to a study into typography. Also, the words in uppercase decrease legibility so I think it's best to stick to a standard format.