| Choosing the Help Scout type treatment was a really important aspect of the logo design, because the type will often have to stand on it's own and speak for our brand. With the finished mascot being so big and intricate, he's not always going to fit where the logo would normally fit. For instance, the type is by itself in the first round of design comps. There's no room for the mascot in the actual application, so the type treatment has to do all the talking when we mention the brand in the footer. We foresee this being the case somewhat often, so the goal was to go with a font that is very distinctive and unique. Here's the first round of treatments we looked at: 
While a couple of these stood out, we felt like more time should be dedicated to finding some other possible alternatives. Here is the second round of fonts we put together: 
Finally, we narrowed down to these two: 
Ironically, we ended up choosing the very first treatment we started with in the first round (the top one in the image above). The font is called Amasis MT Black. One thing to remember about choosing a logo font is that you can still make it your own. In order to make the Help Scout logo truly unique, we modified several characters from the original font. Here's a before/after comparison: 
The final version is rugged, yet more contemporary than the un-modified version. It looks really good next to our guy, but also pops by itself. At this point we're really happy with the logo. We are considering the possibility of adding a mark of some sort when the guy is too big; maybe we could use the hat or another prop. But that might not be necessary, as a mark is something we could always add in later. We'll see how it turns out ... for now we're far more concerned with designing an interface that our customers will love using every day.  | 
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