From the course: Logo Design: Techniques

Exploring type variables

From the course: Logo Design: Techniques

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Exploring type variables

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- [Instructor] Some logos are nothing but type. No illustrations. All letters. It's possible to create an impactful logo that conveys a strong image with type alone, if we use our type skillfully. And to get the most from our type, we need to explore our type variables. Let's start out with the case. Is our logo going to be lower case, upper case, title case, or, if the logo breaks down into two parts, perhaps camel case? If there's more than one word will we distinguish the words with a space as I'm doing here? Or perhaps by using a different shade or different weight. Or perhaps a different type style, in this case, italic. We'll want to consider the letter spacing. Do we want the spacing to be normal, to be tight, or to be lose? And if we change the letter spacing, we'll want to consider how this works with the casing. If we have a long word, we can stack the type. With every change comes the suggestion of another direction. Currently I have point type. I'm going to convert this to paragraph type by double clicking on this widget. This now gives me the option to come to the paragraph panel and to choose this alignment option, justify all lines, to make the lines of equal width. So now I'm going to distinguish these two parts by using different weights of the same type face. I'll use the light weight for the top portion and the heaviest weight for the bottom portion. Experimenting with these type variables, we can give our logo personality, even within the confines of a single type face family.

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