MAKE Choosing a typeface

Very early stages of looking at potential typefaces for the exhibition name and text throughout. Most of them are sans serifs as I felt that the shapes of the letter forms with sans serifs resemble the forms of Lego bricks in general. I also feel that the tone produced from the sans serifs seem more relevant; the serifs just didn't really work, particularly if you relate it back to the existing LEGO, which instantly gives you the idea that it's fun, targeting their main audience.

Existing LEGO logo with a custom typefaces in block capitals. In contrast to my approach, this uses a very rounded typefaces with black and yellow outline. It definitely fits in with the brand image of being fun, playful and friendly.