Before & After 0660 - Text-Only Logotype.pdf
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Before & After magazine | 0660 | How to set a text-only logotype
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set a text-only
How to
logotype
Key is to work with the
natural pattern of your
letters. Here’s how.
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How to set a text-only logotype
Key is to work with the natural pattern of your letters. Here’s how.
Welcome to Nagano
Urban Grill, a popu-
lar midtown hang-
out. Our project is
to design its logotype. A logo is a
company’s signature; it’s a distinc-
tive way of writing its name. Some
logos include graphics, but most
do not. A good logo is bold, clear
and attractive, and it conveys an
appropriate sense of the company.
These qualities can be difficult to
combine in one word. The place
to start on a text-only logo is with
the natural pattern of its letters.
It goes like this:
Every word has a natural
pattern.
Before setting type,
take a visual inventory. Even
handwritten (left), we can see
a descending
g
loop and repeat-
ing
a
’s, which form a trio of
roundish shapes more or less in
the middle. Nagano starts with
an angle (
N
) and ends with a
circle (
o
), both of which have
open ends that lead the eye out-
ward. It has six letters. Visually,
Nagano is an average word. It’s
easy to say (NOG-uh-no), and it
has strong Japanese associa-
tions. These qualities will form
the foundation of our designs.
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A logotype starts with the alphabet
Letters have distinct shapes.
Get familiar with these shapes.
Each has its own kind of
expressiveness. The shapes will also determine what you can do with your design.
aceo bdgpq
hmnu ilt fjrs
Circles
with straights or hoops (the g)
Hoops
are lively, playful
Straights
Curls
and half-circles
kvwxyz
Typeface
Avant Garde
(shown here), which consists
mainly of simple straights and circles, is especially good
at revealing letter shapes. Shown are the main groups;
different fonts will have small variations.
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Circles
are soft, serene, enclosing
Angles
are unstable, edgy, restless
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For example . . .
The name
j.jill
consists solely of straight letters that do not convey softness like
round letters do. Conversely, round
pod
is not naturally sharp and edgy.
l
o
lli
ooo
i
c
i
c
l
e
ba-bummm-ba-ba-ba-ba-bummm-bummm-ba-bummm . . .
ba-bummm-ba-bummm-ba-bummm . . .
Illi
no
i
s
j.jill
ooo
ba-bummm-bummm-bummm-ba . . .
ba-ba-ba-ba-bummm-bummm-ba-bummm . . . ba-ba-ba-ba-ba-ba . . .
A word’s pattern can be expressed rhythmi-
cally. Rhythm is an unseen factor that affects
how we perceive a word.
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Find your pattern
Start by setting your name in uppercase and lowercase, and notice the pattern that
forms, even if it’s subtle. Pay special attention to repetitive lines and shapes.
NA
G
AN
O
Two angled One round Two angled
One round
n
aga
n
o
Lowercase
Nagano in uppercase
Futura Book
(above)
has two groups of mirrored angles (NA-AN)
alternating with two round letters, a rhythmic
but subtle pattern. Lowercase
Avant Garde
(right) forms a line of all-round letters, a
strong and interesting pattern.
All round
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Uppercase
Plik z chomika:
Sulley
Inne pliki z tego folderu:
Taschen - Graphic Design - Logo Catalog(1).pdf
(19323 KB)
street_logos_150dpi.pdf
(45377 KB)
Logos - Making a Strong Mark.pdf
(32150 KB)
Logo Design Guide(1).pdf
(1386 KB)
Letterhead_Logo_Designs(1).pdf
(63719 KB)
Inne foldery tego chomika:
Audyt wewnętrzny
Coś na chomiczka
KSIĄŻKI
logistyka
Logistyka 2
Zgłoś jeśli
naruszono regulamin