Lexicon Post 10/06/16

Type/Typography as Design

Typography is interesting because it fills two roles: to convey information through written language, and more subtly, through the color, shape, positioning, etc. of the type. The latter is often much more flexible and has the ability to either reinforce the logo message or add something more to it. Cursive type could indicate an artsier company, while a strong sans serif fonts can suggest a stronger image. Font color can also play a role in the message as well. Sometimes the type and the image are rolled into one logo to create a clever image that kills two birds with one stone.

 

Balance

I’m glad we’re discussing balance in this course because it’s so important to not just graphic design and branding, but is present and important in most every aspect of our lives, and drives our choices of what might be perceived as beautiful. Balance creates  harmony in an image, item, logo, or any other sort of visual, or even auditory, input to our brains. It makes logos more appealing when the image feel wells rounded and well designed, and makes the viewer feel content. These sorts of qualities are invaluable in creating a brand image.

 

Intangibles

This is a trickier one to nail down, but is important in the branding world because the logo has to say much more than just the business name. The intangibles could be anything that’s not directly apparent in the logo, or a hidden meaning. Logos have so much to say in so little space, so intangibles are important in creating an image that tells the viewer something about what the business does or qualities it possess. The type should echo or reinforce that message as well, through color, size, thickness, style, etc. The logo should be cohesive in that all the elements are working to say something about the business, whether it be written out for the viewer or very subtly included.

 

Flexibility

I think many logo designers fall into the trap of choosing a brand image that won’t translate well into other forms like posters, billboards, business cards, color variations, or even not working well on a variety of backgrounds. Flexibility allows your logo to go anywhere and be anywhere and still be recognizable and retain the same level of quality and meaning across various media.