Client wants font as logo
I wrote the business name of my client's using a font for a design I created. The client wants me to send him "that" - the name of his business in "that type of fancy/cool" font - as a logo to him. In other words he thinks it is a logo.
What should I say and how should I approach this situation, knowing that what he is requesting is not a logo? It's simply just a type of font... What he is requesting would fall under me sending him the type of font name/file.. but in my personal opinion I don't think that should be done due to purchasing fee's restrictions and such.
I should state that the font is free to use for personal use only. The purchased version is for commercial use, which I did purchase.
I would appreciate any recommendations on how to address these types of issues when clients request such things. Thanks in advance.
First of all, it is possible to simple have a typographic logo solution. Logos do not have to be graphic marks or use an original font. If your client is happy with what you've made as a standalone logo, then you should be able to create outlines out of the logo and send him a vector form of the logo without going against the copyright. However, perhaps you'd like to encourage your client to have a more complete branding made for his company. Corporate branding really involves much more than simply a type treatment of the company's name or even a great logo.
You cannot send your client a copy of the actual font software, but you can send him the name of the font and like I said, a vector of what he's considering to be his logo.
Hope this helps a little.
You are asking a few questions here:
Is simply typesetting a company name in a font a logo?
Yes, it certainly can be. Is it the best solution? Sometimes, but often it's not the best solution.
Can I send a copy of a commercial font I used to a client?
No. If it's a commercial font, meaning you purchased a license, then if the client wants to use the said font, they need to purchase their own license for the font.
Should a client use the font that's in their logo as a general font for the rest of their business communication materials?
Probably not. It can work, but usually you want your logo to stand on its own and then pick typefaces that compliment it, rather than directly compete against it.
Is just typesetting a company name in a typeface an adequate for corporate branding?
It can be, but usually you want to discuss with your client the importance of an overall brand identity and how to apply it consistently across their marketing and communication materials. This goes well beyond the logo itself. It should include typeface standards, color standards, and can expand into all sorts of things including iconography, photography, copywriting, page layout templates, business cards, advertising layouts, style guides, online guidelines, animation, etc.