: What techniques can I use to transform [brand name] written in a font into a recognisable logo? As part of my work in a science & tech based student magazine, I investigated redesigning
As part of my work in a science & tech based student magazine, I investigated redesigning the logo. I noticed that a lot of similar magazines (New Scientist, WIRED, etc.) use only a stylised version of a font to create their identity/logo (without any specific colours, shading etc.). I dutifully went out to try and find a font that would represent our magazine. I found one that was close, but then struggled to take it from being 'just a font' into a logo/brand.
In essence my question is this: What techniques can I use to transform [brand name] written in a font into a recognisable logo? Or even where to start the changes to the lettering?
Things I've tried/learned:
Always use vectors
Keep it readable
Be careful about kerning (people will look at this logo a lot so it needs to be as good as possible)
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Some tips I would use:
rotate certain letters (see Heineken)
mirror a letter (see Abba)
skew a letter (for example capital A with vertical right side)
change color or pattern of a letter (Google, IBM)
browse "brand logo" for examples
For backgrounds usually 2 colors are sufficient. Also remember that when it needs to be used for preprinted paper. A logo like NBC looks great on TV and internet, but makes preprinted paper more expensive.
You should first convert your font to an editable vector shape (you can do this easily in illustrator) then you just need some small changes in that to make it a great logo. For example just look at the Amazon logo: a small curved line under the word and a tiny change in "z" letter, created a great logo!
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