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I'm a seriously cash-strapped entrepreneur who has hired a designer and gotten a workable glyph, but she's not as obsessive as I am about type, so I'm trying to help that part of the project along. We’re making final tweaks on the glyph, but this should give you a good idea.
I’ve looked at Helvetica, Optima, URW Linear, etc., but they pretty much all look the same with the letters I have (“Kite & Key;” possibly uppercase). I would not presume to learn your craft in any meaningful way, I have tried to do my homework ("RTFM") by reading and browsing many design books and purchasing and reading Bringhurst 3.1, but only get stuck and overwhelmed. Bringhurst was a disappointment, since he actively criticized logotype and focused mostly on typesetting books (preferably, it seems, books in history and the humanities).
Can anyone suggest a good typeface? Linear also looks a bit like one of our suppliers/competitors. I’ve got hundreds of samples, but they are all starting to blur together.
I'd like to use something with serifs, but that seems to clash with the modern spirit of
the glyph's design.