Parisleaf Logotype

Parisleaf rebrand, 2017–18.

Can’t type this! For Parisleaf’s new logotype, I used Noe Display from Schick Toikka as the starting point. While I adore Noe’s mix of elegant curves and razor-sharp serifs, it was a bit too jagged for our purposes. The Bold weight was too bold, and Medium was too light. So like Goldilocks, I traced, retraced, thinned out, and redrew the word until I arrived at our own semibold letters that felt just right. I also incorporated influence from other upright, high-contrast serif fonts such as Tiempos and Financier Display.

TL;DR: A logotype should be distinct and ownable. This one is almost totally custom.