Minimal, type-only logos can be the most elegant—and the hardest to make unique.

In this class I show you a reliable method to craft distinctive serif wordmarks by adding tasteful ligatures and swooshes without cluttering the design or breaking the letterforms. We’ll stand on the shoulders of well-balanced serif families, then customise them so the result feels natural, premium and truly ownable.

You’ll learn:

• Best practices for pairing serif bases with custom flourishes while keeping balance, rhythm and readability
• How to map strokes to a typeface’s inherent logic (contrast, terminals, stress) so edits look like they “belong”
• Micro-adjustments that sell the effect: optical spacing, overshoots, junction clean-ups, stem weight checks
• Time-saving hacks for exploring variations, testing legibility at small sizes, and exporting clean vector assets

We’ll run an abbreviated start-to-finish workflow so you can follow along and create a portfolio-ready wordmark.

Ideal for designers and brand-focused founders who want minimalist marks that feel bespoke and premium.

Tools: any vector app (Illustrator, Affinity Designer, Figma with vector tools).

Ready to craft simpler logos that look expensive? Let’s begin.