Above is the final logo for the 'a thousand words' photography exhibition. As the design revolves purely around words we needed an interesting typeface. We didn't want to go with a sans serif font as it looked boring and lacked character. However we didn't want a serif font to make the exhibition to look too traditional and old fashioned so we went for the slab serif font Rockwell. The different words in the logo are in bold and italics to reflect the different styles that will be seen in the exhibition and how a picture tells a thousand words but these words can be very different depending upon the viewer. We also lined up the D's as having 'words' directly underneath caused problems with the spacing and making it unlogo like. The colour is a 90% grey which is a lot more subtle than black as it appears on white at all times. The whole of the promotion echoes this and all text is in the Rockwell font.