Amateurs type a word and leave it exactly as the font rendered it. Professionals adjust the spacing between every single letter. Welcome to the world of Kerning and Tracking.

Tracking (Letter-Spacing)

Tracking adjusts the space across an entire word uniformly. Pro Tip: Always add tracking to uppercase words (e.g., +100). It makes them look much more elegant. Never add tracking to lowercase script fonts, as it breaks the cursive connections.

Kerning (Specific Pairs)

Kerning is the space between two specific letters. Certain letters (like 'A' and 'V') naturally create awkward gaps when placed next to each other. You must manually click between them and pull them closer together (Alt + Left Arrow).

Conclusion

God is in the details. Spending 5 minutes fixing the kerning on a logotype is what separates a $50 logo from a $5,000 logo.