文档介绍：BEFORE&AFTER®
CONTINUED
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HOW TO SET A TEXT-ONLY LOGOTYPE
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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
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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.
HOW TO SET A TEXT-ONLY LOGOTYPE
KEY IS TO WORK WITH THE NATURAL PATTERN OF YOUR LETTERS. HERE’S HOW.
E TO NAGANO
URBAN GRILL, A POPU-
LAR MIDTOWN HANG-
OUT. OUR PROJECT IS
TO DESIGN ITS LOGOTYPE. A LOGO IS PANY’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 PANY.
THESE QUALITIES CAN BE DIFfiCULT BINE IN ONE WORD. THE PLACE
TO START ON A TEXT-ONLY LOGO IS WITH
THE NATURAL PATTERN OF ITS LETTERS.
IT GOES LIKE THIS:
KVWXYZ
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HOW TO SET A TEXT-ONLY LOGOTYPE
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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.
CIRCLES ARE SOFT, SERENE, ENCLOSING CIRCLES WITH STRAIGHTS OR HOOPS (THE G)
HOOPS ARE LIVELY, PLAYFUL STRAIGHTS CURLS AND HALF-CIRCLES
ANGLES ARE UNSTABLE, EDGY, RESTLESS
TYPEFACE AVANT GARDE (SHOWN HERE), WHICH CONSISTS
MAINLY OF SIMPLE STRAIGHTS AND CIRCLES, IS ESPECIALLY GOOD
AT REVEALING LETTER SHAPES. SHOWN ARE