Letterform

A letterform is the shape of an individual letter as defined by its design. Each typeface gives each letter a specific, distinctive form determined by the type designer's decisions about proportion, weight, curves, contrast, and terminals. In logo and wordmark design, working with and modifying letterforms is central to the craft. A designer might widen a specific letterform for visual balance, adjust the curve of a terminal to harmonise with other letters, add or remove serifs to create a consistent voice, or dramatically reimagine specific letters to create a distinctive wordmark. Custom letterform design — creating entirely original letterforms from scratch — is at the advanced end of logo design practice and requires deep knowledge of typographic principles. Even when using existing typefaces, an understanding of letterform anatomy allows designers to make subtle, confident modifications that improve the wordmark without compromising legibility.