Resumeology

Resumeology is a career-focused service covering résumé writing, cover letters and LinkedIn optimisation.

This proposal uses a humanist serif. Humanist typefaces are based on the proportions of uppercase Roman letterforms and on the lowercase handwriting produced by Renaissance humanists — and the connection is more than historical. A humanist is someone who seeks to promote the development of the human being, which is precisely what this profession sets out to do.

The choice also denotes professionalism and seriousness while carrying a great deal of personality, which matters for a service where the client is buying judgement about how they present themselves. A face too neutral would read as a template; one too expressive would compete with the client’s own voice.

Grounding the identity in a typographic argument rather than a symbol gives the brand something specific to say about its work — fitting for a company whose product is, in the end, how a person appears on the page.