Create a Minimalist Logo Combining Serifs with Ligatures

Minimalist, type-only logos can be a very elegant, effective solution for many brands. But one of the challenges is ensuring, although simple, the logo is unique. How do you effectively customise, without adding unnecessary elements or spoiling the simplicity & balance?

A method I’ve used many times now and fallen in love with, is adding Ligatures and Swooshes to Serif Typefaces. It means you get to “stand on the shoulders” of some incredibly well balanced serifs – but bespoke them in a way that I feel actually enhances the overall aesthetic.

It’s fast, and when you know what you’re doing its actually quite easy. But there are a few tricks to getting this just right.