2. Font Selection. Much like picking the right color scheme, selecting a font for your logo is another key step in this process. This process can be time consuming, but it is very important.

Consider the City of New York’s recently announced, and widely panned, “We ️ NYC” logo, an update of “I ️ NY,” the beloved Milton Glaser design created in 1976.

The design studio behind the U.S. bicentennial emblem was asked to brand America’s 250th anniversary. Per one of its designers, an impossible job called for “an impossible construction.” ...