Our ancestors have been trained by natural selection to constantly watch for traces of order, be it intentional or accidental, in the chaos around us. Decorating a logo with nuances is almost always a time-consuming process. If there seems to be no special reason for an element's being this way and not the other, try to slightly adjust its characteristics to better coordinate it with the others or to better express its role in the composition. This kind of polishing may seem tedious but it really rewards. It is recommended even to leave the unfinished work for a day or two, as after some period of relaxation your mind may become more perceptive to the delicate matter of nuances.
Nothing is a more undeniable giveaway of an amateur than a title left without kerning.
It is true that the fonts you use are usually produced by highly experienced artists, but you should nevertheless treat your fonts as you would any other graphic resource and daringly adjust their characteristics if you need to. And kerning is the characteristic that always needs manual intervention, as it is nearly impossible to create a font whose built-in kerning information would suffice for all practical cases. Let's see a couple of examples. The logo shown on Fig. 13 contains two nuances worth mentioning.