before and after 0660

7/29/2019 Before and After 0660

1/36

Before&After

Continued

XiBAmagazine.com U

How to set a text-only logotype 0660

set a text-onlylogotypeKey is to work with thenatural pattern of your

letters. Heres how.Continued

How to


2/36

Before&After XiBAmagazine.com U

2of23 How to set a text-only logotype 0660

How to set a text-only logotypeKey is to work with the natural pattern of your letters. Heres how.

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 as, 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. Its

easy to say (NOG-uh-no), and it

has strong Japanese associa-

tions. These qualities will form

the foundation of our designs.

Welcome to Nagano

Urban Grill, a popu-lar midtown hang-

out. Our project is

to design its logotype. A logo is a

companys signature; its 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 anappropriate 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:


3/36


3of23

How to set a text-only logotype 3of 23


A logotype starts with the alphabet

Letters have distinct shapes.Get familiar with these shapes. Each has its own kind ofexpressiveness. The shapes will also determine what you can do with your design.

aceo bdgpq

hmnu ilt fjrs

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

kvwxyz Typeface Avant Garde (shown here), which consistsmainly of simple straights and circles, is especially goodat revealing letter shapes. Shown are the main groups;different fonts will have small variations.


4/36


4of23



Illinois

For example . . .

The namej.jillconsists solely of straight letters that do not convey softness likeround letters do. Conversely, round pod is not naturally sharp and edgy.

lolliooo icicle

j.jill oooba-ba-ba-ba-bummm-bummm-ba-bummm . . . ba-ba-ba-ba-ba-ba . . .

ba-bummm-ba-bummm-ba-bummm . . .ba-bummm-ba-ba-ba-ba-bummm-bummm-ba-bummm . . .

ba-bummm-bummm-bummm-ba . . .

A words pattern can be expressed rhythmi-

cally. Rhythm is an unseen factor that affects

how we perceive a word.


5/36


5of23



Find your pattern

Start by setting your name in uppercase and lowercase, and notice the pattern thatforms, even if its subtle. Pay special attention to repetitive lines and shapes.

NAGANOTwo angled One round Two angled One roundNagano 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.

Uppercase

naganoAll round

Lowercase


6/36


6of23



Pattern breakers

Your name in some typefaces will not form a pattern.

Letters that look alike in Avant Garde look different in Adobe Garamond (above),

and the pattern disappears. The g that before was a circle is now a snaking, twist-

ing line. As a rule, the more detailed the typefacedetails include serifs, terminals,

filets, varying stroke widths and so onthe less visible the pattern will be.

NaganoNo resemblance

No resemblance

Texture Patterns are big.When repetitive

elements are small (common in detailed

typefaces like Adobe Garamond), they

make texture. Above, you can see four cir-

cular counters and other repetitive shapes

in the middle of the word.


7/36


7of23



Pattern makers

Your name can be given a pattern by the typeface. Pattern-making is the mainfunction of most decorative type.

Calligraphic Sloop has a strong, graceful patternits letters arc and flow smoothly

from thick to thin and have common angles and loops. Extra swashesnotice the N

create similarity with other letters where none exists naturally. Any word set in Sloop

will automatically have a pattern and will always be beautiful.

NaganoRepetitive loops

Similar curves. Note the graceful

thick to thin of the strokes.

Repetitive angle


8/36


8of23

How to set a text-only logotype 8of23


Shape makers

Similarly, your name can be forced to take shape. The two easiest techniques areexpansionspread your name outand compressionsqueeze it together.

Expansion (Above) Spreading your name wayout disconnects its letters from each other. This

breaks whatever pattern may be present and creates a new onea neat row of dots.

The panoramic result conveys a sense of grandeur both understated and elegant. Very popular in

movie titles. The technique works with almost any typeface; set all caps for the cleanest line.

Compression (Above) Conversely, setting your name in a highly condensed typeface, then

packing it tightly together, yields a dense, powerful block. This technique is also popular in the

movies, because it can convey a massive, overwhelming presence, especially in all caps. At

small sizes its dense shape carves a distinctive silhouette thats easy to work with.


9/36


9of23



Next, design a card

So far, weve seen that the letters in a name can form a pattern. The typeface can makeor break the pattern. The typeface can impose a pattern of its own. In every case, the

typeface also adds meaning. The key to a great logotype is to find a typeface that makes

the name look good andconveys the appropriate meaning.

To see this at work, well next set the name on a business card in nine different type-

faces. The card will give us the added tools of color and layout. We will use only type,

with no graphics of any kind. Pay special attention to this, and youll see how clearly

and beautifullytype alone can communicate.

Standard U.S. business card is 312 x 2.

For this demonstration well put the name on

the front and ignore the contact info, which in

real life would be put on the back.


10/36




Bright chain of hoops and circles runs edge to edge and can be seen from

across the room! Urban grill subtitle is also in Avant Garde. Green and yellow

are fresh, secondary colors that can easily be swapped (right) with equally

bold results. Single-line design conveys restraint, a counterpoint to the exu-

berant circles. Note the letters are very close but not touching. Asymmetrical

divisions of spacewide, medium, narrow (above)keep the design active.

naganurban grillnagano

urban grill

naganourban grill

naganourban grill

Avant Garde

brings out Naganos natural pattern. Simple shapes are bold and youthful, especiallyin lowercase. Colors are interchangeable. This would be a fun, trendy place.

Wide

Medium

Narrow


11/36




NaganoU R B A N G R I L L

Real power always appears natural and unforced, as if it simply required no

effort. (If it looks like youre trying, it doesnt work!) To project this, you want

a centered layout, which has no motion; it is calm and at rest. Silver and

gold colors suggest wealth, but here theyre light, quiet, discreet. Superlight

subtitle (Helvetica Neue Ultra Light) is barely there; its tiny size and con-

trasting Roman style supports without competing. Whats interesting is that

for all this formality, Nagano is a boisterous midtown GRILL, a juxtaposition

of name and image that would probably work just fine.

Sloop

has airy, sweeping lines that convey grace, elegance and taste appropriate for a visitfrom the Queen (really). Centered layout and light, metallic colors add formality.

NaganoU R B A N G R I L L Nagano

U R B A N G R I L L

Center the layout in both directions.


12/36




URBAN GRILL

Distressed serif typeface looks rough, weathered and crate-stamped, oppo-

site the hard-edged minimalism of its urban environment. Earthy colors add

warmth. The words can be put just about anywhere except straight and

aligned; you want it to look a little thrown together. This technique looks espe-

cially authentic in a stenciled typeface

(inset), which hints of cargo, military,

nautical, safari and so on.

Adobe Garamond

is a text face in which Nagano has no pattern but a small amount of texture. Go withwhat it has, and add more texture! Cockeyed setting is correspondinglyrough.

URBAN GRILL


13/36




Even in very small sizes, a panoramic setting projects a wide-screen image

and conveys feelings associated with spaciousness and grandeur. Its quiet,

too; the centered setting is motionless and stately. Below, Copperplates

tiny serifs help the eye span the gaps between the widely spaced letters.

Copperplate Gothic 32BC

has tiny, straight serifs that give it old, industrial-era overtones suitable for anurban environment. Its clear, wide body makes it good choice for panorama.

n a g a n o

urban grill

n a g a n o

urban grill

n a g a n o

urban grill

n a g a n o

urban grill

Any colorlike hot magenta!

works in panorama because theres

so little of it. Dark background adds

class; for a party look, make it bright.


14/36




If you like Legos, youll like designing with Bureau Grotesque, whose dense

blocks you can stack and reposition endlessly and usually get expres-

sive results. Pay attention to the negative spaces that form (white blocks,

above left), which are as important as the positive. Light Urban and Grillcolors recede, so the name stands out; note that both are tints of the

background color (above, center). Above right, artistically spare design

yields a powerful focal point; note the color emphasis on urban.

Bureau Grotesque Extra Compressed Black

forces words into blocks that can be fit together like masonry. Brick-wall colors

and artistic composition are right for an artsy, jazzy, bluesy, midtown hangout.

85%

70%


15/36




urban grill

urba

ngr

ill

Planet Kosmos

is an alphabet of nearly identical characters that hints of Japanese animation. It looks

fast (the italics), edgy (its angles), youthful (cartoons) and clean (simple lines).

Rad Angled setting is edgy, vibrant;

it says the restaurant is full of

young energy but is probably not

a place youd go to relax. Use the

angle of the italics (below) rather

than a random angle.

FasterFor maximum speed the

name touches both ends; the eye

moves straight along the name

and off the page.

SlowerSmaller name creates

an enclosing frame that the eye

unconsciously traces, which

slows it slightly.


16/36




Naganourban grill HTF Didot in lipstick red on white will stop traffic, andin this case, because of the name, it also has Japaneseovertones. Didots superfine lines make the presentation

unusually striking. An ideal complement is Helvetica

Ultra Light, whose line weight matches

Didots serifs (inset). Red, gray, black and

white are always powerful together.

HTF Didot

is the look of New York cityallglamour, a beautiful choice for a chic, cosmopolitan

restaurant. With its fashion-model overtones, this would be a place to be seen.

Naganourban grill

Didots pattern is seen in its repetitive vertical

strokestheyre not even slightly slanted, a trait

shared by other typefaces but not often so obviously.

Curvy as and gnote the beautifully undulating

thicks and thinssweeten the middle of the name.


17/36




Nagano urban grill

Lettrs Eclates

is a mangy but oddly cheerful typeface full of repetitive elements that have both

pattern and texture. The two-color setting adds class. Sublimely funky.

The scraggly typeface has the street look you want,

but how do you keep it from making a scraggly

card? By centering it in a single line on rich black.

The result is artistic and textured, framed like art in

a gallery; slight color difference is just enough to set

Nagano apart yet keep the line intact.

Not a straight line anywhere, angles and ovals give

Lettres Eclatees its texture and our name something of

a pattern, which may be easier to see if its reversed:


18/36




Helvetica is the look of the modern, mechanized worldbeauti-

ful, controlled andaloof. You can use it for anything, as long as

its tightly aligned, usually to the top and left. Helvetica looks best

tightly set and in a single size; differentiate words only with weight

and color. Its a cold typeface; youll need fire-on-the-grill colors to warm it up.

Helvetica Neue

imparts a look of Swiss minimalism wherever it appears. Graceful, geometric and ice

cold, it is one of the worlds most famous typefaces. Expect stainless steel and glass.

Note tight letterspacing,

line spacing and

upper-left alignment.


19/36




naganourban grill

naganourban grill

Typefaces

1 (ab) ITC Avant Garde Gothic Book

a) 73 pt, 80 letterspacing

b) 17.5 pt, 10 letterspacing

2 Sloop Script One | 80 pt

3 Helvetica Neue Ultra Std Light | 8 pt

Article resources

Colors

C30 M30 Y30 K100

C0 M30 Y100 K0

C50 M0 Y100 K0

C0 M0 Y100 K0

C0 M0 Y0 K20

C15 M17 Y35 K0

4

5

2

1b

1a

3

5

4

6

8

4

9

6

7

NaganoU R B A N G R I L L

NaganoU R B A N G R I L L NaganoU R B A N G R I L L

naganourban grill

naganourban grill 7

8

9


20/36




URBAN GRILL URBANGRILL

j.jill

Typefaces

1 Adobe Garamond Regular | a) 84 pt,

30 letterspacing (Distressed in

Photoshop using the Eraser tool)

2 (ab) Clarendon Light | a) 16 pt,

10 letterspacing; b) 20.5 pt,

15 letterspacing

3 City Stencil D Medium(Distressed inPhotoshop using the Eraser tool)

4 Lettrs Eclates | 34 pt

Logo

5 JJill.com

Article resources

Colors

C0 M0 Y0 K100

C14 M62 Y96 K2

C40 M90 Y100 K10

C0 M25 Y75 K5

C0 M90 Y80 K20

C51 M73 Y71 K69

C30 M30 Y30 K100

C4 M75 Y100 K0

C23 M64 Y87 K16

6

7

8

9

10

2a

1

2b

11

13

12

14

4

11

12

13

3

1

Nagano urban grill

5

76 8 9 10

12

13

14


21/36




Typefaces

1 (ab) Copperplate Gothic 32BC

a) 18.5 pt, b) 8.5 pt

2 Bureau Grotesque Extra

Compressed Black | 64 pt

3 OL Franklin Triple Condensed

25 pt, +10 letterspacing

Article resources

Colors

C0 M0 Y0 K30

C23 M64 Y87 K16

C0 M100 Y0 K0

C0 M20 Y100 K0

C5 M5 Y5 K60

C9 M46 Y69 K2

C40 M68 Y62 K67

C19 M86 Y97 K8

4

51a

6

7

8

n a g a n o

urban grill

n a g a n o

urban grill

n a g a n o

urban grill

54 6 7 8

1b

2

3

10

9

11

9

10

11

2

2

2


22/36




Typefaces

1 (ab) Planet Kosmos | a) 50 pt, b) 20 pt

2 HTF Didot | 80 pt

3 (ab) Helvetica Neue Std Ultra Light

a) 24 pt, 30 letterspacing;

b) 47 pt, 30 letterspacing

4 Helvetica Neue Std Bold | 47 pt

60 letterspacing

Article resources

Colors

C100 M0 Y0 K0

C50 M0 Y100 K0

C100 M90 Y10 K10

C0 M0 Y0 K100

C0 M100 Y85 K0

C0 M0 Y0 K30

C13 M25 Y44 K2

C13 M34 Y76 K0

C23 M64 Y87 K16

C19

M86

Y87

K8

C40 M90 Y100 K10

C36 M70 Y73 K61

9

8

10

5

6

7

8

urban grill

Naganourban grill

Naganourban grill

16

11

12

13

14

15

6

5

7

9

10

11

12

13

14

15

16

urba

ngr

ill

4

3b

2

3a

1b

1a


23/36

23of23 | Printing formats




Before & After magazine

Before & After has been sharing its practical approach

to graphic design since 1990. Because our modern world

has made designers of us all (ready or not), Before &

After is dedicated to making graphic design understand-

able, useful and even fun for everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Dexter Mark Abellera Staff designer

Before & After magazine

323 Lincoln Street, Roseville, CA 95678

Telephone 916-784-3880

Fax 916-784-3995

E-mail [email protected]

www http://www.bamagazine.com

Copyright 2007 Before & After magazine

ISSN 1049-0035. All rights reserved

You may pass along a free copy of this article to others

by clicking here. You may not alter this article, and you

may not charge for it. You may quote brief sections

for review; please credit Before & After magazine, and

let us know. To link Before & After magazine to your

Web site, use this URL: http://www.bamagazine.com.

For all other permissions, please contact us.

Subscribe to Before & After

Subscribe to Before & After, and become a

more capable, confident designer for pennies

per article. To learn more, go to

http://www.bamagazine.com/Subscribe

E-mail this articleTo pass along a free copy of this article to

others, click here.

Join our e-list

To be notified by e-mail of new articles as

they become available, go to

http://www.bamagazine.com/email


24/36

Back | Paper-saver format

XiBAmagazine.com UBefore&After

For paper-saver format

Print: (Specify pages 2536)

For presentation format

Print: (Specify pages 123)

Print

Format: Landscape

Page Size: Fit to Page

Save

Presentation format or

Paper-saver format

Before & After is made to fit your binder

Before & After articles are intended for permanent reference. All are titled and numbered.

For the current table of contents, click here. To save time and paper, a paper-saver format of this article,

suitable for one- or two-sided printing, is provided on the following pages.

0


25/36

Before&After|www.bamagazine.com

1of12

Howtosetatext-onlylog

otype0660

660Howtosetatext-onlylogotype

Everywordhasanat

ural

pattern.Beforesettingtype,

takeavisualinventory.E

ven

handwritten(left),wecansee

adescendinggloopand

repeat-

ingas,whichformatrio

of

roundishshapesmoreorlessin

themiddle.Naganostart

swith

anangle(N)andendswitha

circle(o),bothofwhichhave

openendsthatleadtheeyeout-

ward.Ithassixletters.Visually,

Naganoisanaveragewo

rd.Its

easytosay(NOG-uh-no),andit

hasstrongJapaneseassocia-

tions.Thesequalitieswillform

thefoundationofourdesigns.

WelcometoNagano

UrbanGrill,apopu-

larmidtownhang-

out.Ourprojectis

todesign

itslogotype.Alogoisa

companyssignature;itsadistin

c-

tiveway

ofwritingitsname.Som

e

logosinc

ludegraphics,butmost

donot.A

goodlogoisbold,clear

andattra

ctive,anditconveysan

appropriatesenseofthecompan

y.

Thesequ

alitiescanbedifficultto

combine

inoneword.Theplace

tostarto

natext-onlylogoiswith

thenaturalpatternofitsletters.

Itgoeslikethis:

se

tatext-only

logotype

Keyi

stoworkwiththe

naturalpatterno

fyour

le

tters.Hereshow.

Ho

wto

06


26/36


2of12


otype0660

660Howtosetatex

t-onlylogotype

aceo

bd

gpq

hmnu

ilt

fjrs

Circlesaresoft,serene,enclosing

Cir

cleswithstraightsorhoops(theg

)

Hoopsarelively,playful

S

traights

Curlsandh

alf-circles

Anglesareunstable,edgy,re

stless

kv

wxyz

Alogotypestartsw

iththealphabet

Lettershavedistinctshapes.Getfamiliarwiththeseshapes.Eachha

sitsownkindof

expressiveness.The

shapeswillalsodeterm

inewhatyoucandowit

hyourdesign.

TypefaceAvantGard

e(shownhere),whichconsists

mainlyofsimplestraig

htsandcircles,isespeciallygood

atrevealinglettershapes.Shownarethemaingroups;

differentfontswillhav

esmallvariations.

Illinois

Forexample...

Thenamej.jillcons

istssolelyofstraightlettersthatdonotconveys

oftnesslike

roundlettersdo.Co

nversely,roundpodisn

otnaturallysharpande

dgy.

lollioooicicle

j.jill

ooo

ba-ba-ba-ba-bummm-bummm

-ba-bummm...

ba-ba-b

a-ba-ba-ba...

ba-bummm-ba-bummm-ba-b

ummm...

ba-bummm-ba-ba-ba-ba-bum

mm-bummm-ba-bummm...

ba-bummm-bummm-bummm-ba...

Awordsp

atterncanbeexpressedrhythmi-

cally.Rhyt

hmisanunseenfactorthataffects

howwep

erceiveaword.

06


27/36


3of12

How

tosetatext-onlylog

otype0660

660How

tosetatex

t-onlylogotype

Findyourpattern

Startbysettingyournameinuppercaseandlowercase,andnoticethepatternthat

forms,evenifitssu

btle.Payspecialattentio

ntorepetitivelinesand

shapes.

NAGA

NO

Twoangled

Oneround

Twoangled

Oneround

NaganoinuppercaseFutura

Book(above)

hastwogroupsofmirroreda

ngles(NA-AN)

alternatingwithtworoundle

tters,arhythmic

butsubtlepattern.LowercaseAvantGarde

(right)formsalineofall-roundletters,a

strongandinterestingpattern.

Uppercase

nag

ano

Allround

Lowercase

Patternbreakers

Yournameinsometypefaceswillnotformapattern.

LettersthatlookalikeinA

vantGardelookdifferentinAdobeGaramond(above),

andthepatterndisappears.T

hegthatbeforewasacircleisno

wasnaking,twist-

ingline.Asarule,themored

etailedthetypefacedetailsinclu

deserifs,terminals,

filets,varyingstrokewidthsa

ndsoonthelessvisiblethepatt

ernwillbe.

N

agano

Noresemblance

Noresemblanc

e

Textu

rePatternsarebig.Whenrepetitive

eleme

ntsaresmall(commonindetailed

typefa

ceslikeAdobeGaramond),they

maketexture.Above,youcanseefourc

ir-

cularc

ountersandotherrepetitiveshap

es

inthe

middleoftheword.

ShapeRelatedtopatternisshape,which

referstotheoverallfo

rmoftheword.

06


28/36


4of12

How

tosetatext-onlylog

otype0660

60How

tosetatex

t-onlylogotype

Patternmakers

Yournamecanbegivenapatternbythetyp

eface.Pattern-makingisthemain

functionofmostdecorativetype.

CalligraphicSloophasastro

ng,gracefulpatternitslettersarcandflowsmoothly

fromthicktothinandhavecommonanglesandloops.Extrasw

ashesnoticetheN

createsimilaritywithotherle

tterswherenoneexistsnaturally.

AnywordsetinSloop

willautomaticallyhaveapatt

ernandwillalwaysbebeautiful.

NaganoRepetitiveloopsSimilarcu

rves.Notethegraceful

thicktothinofthestrokes.

Repetitive

angle

Shapemakers

Similarly,yournamecanbeforcedtotakes

hape.Thetwoeasiestte

chniquesare

expansionspread

yournameoutandcompressionsqueezeittogether.

Expansion(Above)Spreadin

gyournamewayoutdisconnects

itslettersfromeachother.This

breakswhateverpatternmay

bepresentandcreatesanewoneaneatrowofdots.

Thepanoramicresultconveysasenseofgrandeurbothunderstatedandelegant.Verypopularin

movietitles.Thetechniquew

orkswithalmostanytypeface;setallcapsforthecleanestline.

Compression(Above)Conversely,settingyournameinahighlycondensedtypeface,then

packingittightlytogether,yie

ldsadense,powerfulblock.Thist

echniqueisalsopopularinthe

movies,becauseitcanconve

yamassive,overwhelmingpresen

ce,especiallyinallcaps.At

smallsizesitsdenseshapecarvesadistinctivesilhouettethatseasytoworkwith.

066


29/36


5of12


otype0660

60Howtosetatex

t-onlylogotype

Brightchainofhoopsandcirclesrunsedgetoedgeandcanbe

seenfrom

acrosstheroom!Urbangrills

ubtitleisalsoinAvantGarde.Greenandyellow

arefresh,secondary

colorsth

atcaneasilybeswapped(right)w

ithequally

boldresults.Single-linedesignconveysrestraint,acounterpointtotheexu-

berantcircles.Notethelettersareveryclosebutnottouching.

Asymmetrical

divisionsofspacewide,medium,narrow(above)keepthedesignactive.

na

gan

ourban

grill

nagan

o

urban

grill

nagan

o

urban

grill

nagan

o

urban

grill

AvantGarde

bringsoutNaganos

naturalpattern.Simple

shapesareboldandyouthful,especially

inlowercase.Colors

areinterchangeable.Th

iswouldbeafun,trend

yplace.

Wide

Medium

Narrow

Next,designacard

Sofar,weveseenth

atthelettersinanamecanformapattern.The

typefacecanmake

orbreakthepattern

.Thetypefacecanimpo

seapatternofitsown.Ineverycase,the

typefacealsoaddsm

eaning.Thekeytoagreatlogotypeistofindatypefacethatmakes

thenamelookgood

andconveystheappropriatemeaning.

Toseethisatwo

rk,wellnextsetthenam

eonabusinesscardin

ninedifferenttype-

faces.Thecardwillgiveustheaddedtoolso

fcolorandlayout.Wew

illuseonlytype,

withnographicsofanykind.Payspecialattentiontothis,andyoullseehowclearly

andbeautifullytypealonecancommunic

ate.

StandardU.S.businesscardis312x2.

Forthisdemonstrationwellputthenameon

thefrontandignorethecontactinfo,whichin

reallifewouldbeputontheback.

066


30/36

Before&After|www.bam

agazine.com

6of12


otype0660

60Howtosetatex

t-onlylogotype

URBAN

GRILL

Distressedseriftypefacelook

srough,weatheredandcrate-stam

ped,oppo-

sitethehard-edgedminimalis

mofitsurbanenvironment.Earthycolorsadd

warmth.Thewordscanbepu

tjustaboutanywhereexceptstra

ightand

aligned;youwantittolooka

littlethrowntogether.Thistechniq

uelooksespe-

ciallyauthenticinastenciledtypeface

(inset),whichhintsofcargo,military,

nautical,safariandsoon

.

AdobeGaramond

isatextfaceinwhic

hNaganohasnopatternbutasmallamountof

texture.Gowith

whatithas,andadd

moretexture!Cockeyed

settingiscorrespondin

glyrough.

URBAN

GRI

LL

Nagano

U

R

B

A

N

G

R

I

L

L

Realpoweralwaysappearsnaturalandunforced,asifitsimply

requiredno

effort.(Ifitlookslikeyouretr

ying,itdoesntwork!)Toprojectthis,youwant

acenteredlayout,whichhas

nomotion;itiscalmandatrest.S

ilverand

goldcolorssuggestwealth,butheretheyrelight,quiet,discree

t.Superlight

subtitle(HelveticaNeueUltra

Light)isbarely

there;itstinysizeandcon-

trastingRomanstylesupports

withoutcompeting.Whatsintere

stingisthat

forallthisformality,NaganoisaboisterousmidtownGRILL,aju

xtaposition

ofnameandimagethatwouldprobablyworkjustfine.

Sloop

hasairy,sweepinglinesthatconveygrace,e

leganceandtasteappro

priateforavisit

fromtheQueen(rea

lly).Centeredlayoutandlight,metalliccolorsaddformality.

NaganoU

R

B

A

N

G

R

I

L

L

Nagano

U

R

B

A

N

G

R

I

L

L

Centerthelayoutinbothdirections.

066


31/36


7of12


otype0660

0Howtosetatex

t-onlylogotype

IfyoulikeLegos,youlllikedesigningwithBureauGrotesque,whosedense

blocksyoucanstackandrepositionendlesslya

ndusuallygetexpres-

siveresults.Payattentiontothenegativespacesthatform(whiteblocks,

aboveleft),w

hichareasimportantastheposit

ive.LightUrbanandGrill

colorsrecede

,sothenamestandsout;notethatbotharetintsofthe

backgroundcolor(above,center).Aboveright,artisticallysparedesign

yieldsapowerfulfocalpoint;notethecolorem

phasisonurban.

BureauGrotesque

ExtraCompressedBlack

forc

esw

ord

sin

toblo

cksthatcan

befi

tto

getherlik

em

asonry.Bric

k-

wallcolors

an

dartistic

com

position

arerigh

tfor

an

arts

y,jazz

y,blu

esy,mid

townhan

gout.

85%

70%

Eveninverysmallsizes,apanoramicsettingprojectsawide-screenimage

andconveysfeelingsassociatedwithspaciousnessandgrandeur.Itsquiet,

too;thecenteredsettingism

otionlessandstately.Below,Copp

erplates

tinyserifshelptheeyespant

hegapsbetweenthewidelyspace

dletters.

CopperplateGothic32BC

hastin

y,straigh

tserifsth

at

giv

eit

old

,in

dustrial-era

ov

erton

essuita

blefor

an

urb

an

environm

en

t.Its

cle

ar,wid

ebod

ym

akesit

goodch

oic

efor

pa

noram

a.

n

a

g

a

n

o

u

rban

grill

n

a

g

a

n

o

u

rban

grill

n

a

g

a

n

o

u

rban

grill

n

a

g

a

n

o

u

rban

grill

Anycolorlikehotmagenta

!

worksinpanoramabecause

theres

solittleofit.Darkbackgroun

dadds

class;forapartylook,make

itbright.

0660


32/36


8of12

How

tosetatext-onlylog

otype0660

0How

tosetatex

t-onlylogotype

urbangrill

urban

grill

PlanetKosmos

isanalphabetofnearlyidenticalcharacters

thathintsofJapanesea

nimation.Itlooks

fast(theitalics),edg

y(itsangles),youthful(cartoons)andclean(sim

plelines).

RadAngledsettingisedgy,vibrant;

itsaystherestaurantisfullof

youngenergybutisprobablynot

aplaceyoudgotorelax.Usethe

angleoftheitalics(below)ra

ther

thanarandomangle.

0660

No


33/36


agazine.com

9of12

Howtosetatext-onlylogotype0660

0Howtosetatex

t-onlylogotype

Helveticaisthelookofthemode

rn,mechanizedworldbeauti-

ful,controlledandaloof.Youcan

useitforanything,aslongas

itstightlyaligned,usuallytothe

topandleft.Helveticalooksbest

tightlysetandinasinglesize;differentiatewordsonlywithweight

andcolor.Itsacoldtypeface;youllneedfire-o

n-the-grillcolorstowarmitup.

Helv

eticaN

eue

impartsalookofSwissminimalismwhereve

ritappears.Graceful,geometricandice

cold,itisoneoftheworldsmostfamoustyp

efaces.Expectstainless

steelandglass.

otetightletterspacing,

linespacingand

upper-leftalignment.

Naganourban

grill

LettrsE

cla

tes

isamangybutoddly

cheerfultypefacefullo

frepetitiveelementsthathaveboth

patternandtexture.

Thetwo-colorsettingaddsclass.Sublimelyfunky.

Thescragglytypefacehasthestreetlookyouwant,

buthowdoyoukeepitfrommakingascraggly

card?Bycenteringitin

asinglelineonrichblack.

Theresultisartistican

dtextured,framedlikeartin

agallery;slightcolord

ifferenceisjustenoughtoset

Naganoapartyetkeep

thelineintact.

Notastraightlineanywhere,anglesandovalsgive

LettresEclateesitstex

tureandournamesomethingof

apattern,whichmayb

eeasiertoseeifitsreversed:

0660


34/36


agazine.com

10of12


0Howtosetatex

t-onlylogotype

naganourbangrill

nag

anourbangrill

Typefaces

1(a

b)ITCAvantGardeGothicBook

a)73pt,80letterspacing

b)17.5pt,10letterspacing

2Slo

opScriptOne|80pt

3HelveticaNeueUltraStdLight|8pt

Articleresources

Colors

C30M30Y30K100

C0M30Y100K0

C50M0Y100K0

C0M0Y100K0

C0M0Y0K20

C15M17Y35K0

45

2 1b1a

3 5 468 49

67

NaganoU

R

B

A

N

G

R

I

L

L

NaganoU

R

B

A

N

G

R

I

L

L

NaganoU

R

B

A

N

G

R

I

L

L

naganourbangrill

nag

anourbangrill

7

89

U

RBAN

GRILL

URBAN

GRILL

j.j

ill

Typefaces

1AdobeGaramondRegular|a)84pt,

30letterspacing(Distressedin

PhotoshopusingtheErasertool)

2(ab)ClarendonLight|a)16pt,

10letterspacing;b)20.5pt,

15letterspacing

3CityStencilDMedium(Distressedin

PhotoshopusingtheErasertool)

4Let

trsEclates|34pt

Logo

5JJill.com

Articleresources

Colors

C0M0Y0K100

C14M62Y96K2

C40M90Y100K10

C0M25Y75K5

C0M90Y80K20

C51M73Y71K69

C30M30Y30K100

C4M75Y100K0

C23M64Y87K16

678910

2a

12b

11

13

12

14

4

11

12

13

3

1

Nagano

urban

grill

5

7

6

8

9

10

12

13

14

0660


35/36


agazine.com

11of12


Howtosetatex

t-onlylogotype

Type

faces

1(a

b)CopperplateGothic32BC

a)18.5pt,b)8.5pt

2BureauGrotesqueExtra

CompressedBlack|64pt

3OL

FranklinTripleCondensed

25

pt,+10letterspacing

Articleresources

Colors

C0M0Y0K30

C23M64Y87K16

C0M100Y0K0

C0M20Y100K0

C5M5Y5K60

C9M46Y69K2

C40M68Y62K67

C19M86Y97K8

45

1a

678

n

a

g

a

n

o

u

rban

gr

ill

n

a

g

a

n

o

u

rban

grill

n

a

g

a

n

o

u

rban

grill

5

4

6

7

8

1b2

310 9

11

91011

222

Type

faces

1(a

b)PlanetKosmos|a)50pt,b)20pt

2HTFDidot|80pt

3(ab)HelveticaNeueStdUltraLight

a)24pt,30letterspacing;

b)47pt,30letterspacing

4HelveticaNeueStdBold|47pt

60

letterspacing

Articleresources

Colors

C100M0Y0K0

C50M0Y100K0

C100M90Y10K10

C0M0Y0K100

C0M100Y85K0

C0M0Y0K30

C13M25Y44K2

C13M34Y76K0

C23M64Y87K16

C19M86Y87K8

C40M90Y100K10

C36M70Y73K61

9 810

5678

urbangrill

Nagano

urbangrill

N

agano

urbangrill

16

11

12

13

14

15 6 57

91011

12

13

14

15

16

urban

grill

43b

2 3a

1b

1a

0660


36/36


agazine.com

12of12

How

tosetatext-onlylogotype0660

How

tosetatext-onlylogotype

Before&Aftermagazine

Before&Afterhasbeen

sharingitspracticalapproach

tographicdesignsince

1990.Becauseourmodernworld

hasmadedesignersofusall(readyornot),Before&

Afterisdedicatedtoma

kinggraphicdesignunderstand-

able,usefulandevenfu

nforeveryone.

JohnMcWadePublish

erandcreativedirector

GayeMcWadeAssociatepublisher

DexterMarkAbelleraStaffdesigner

Before&Aftermagazine

323LincolnStreet,Rose

ville,CA95678

Telephone916-784-3880

Fax916-784-3995

E-mailmailbox@bamag

azine.com

wwwhttp://www.bamagazine.com

Copyright2007Before&Aftermagazine

ISSN1049-0035.Allrightsreserved

Youmaypassalongafr

eecopyofthisarticletoothers

byclickinghere.Youmaynotalterthisarticle,andyou

maynotchargeforit.Youmayquotebriefsections

forreview;pleasecreditBefore&Aftermagazine,and

letusknow.TolinkBefo

re&Aftermagazinetoyour

Website,usethisURL:http://www.bamagazine.com.

Forallotherpermission

s,pleasecontactus.

SubscribetoBefore&After

SubscribetoBefore&After,andbecomea

morecapable,confidentdesignerforpennies

perarticle.Tolearnmor

e,goto

http://www.bamagazine.com/Subscribe

E-mailthisarticle

Topassalongafreecopyofthisarticleto

others,clickhere.

Joinoure-list

Tobenotifiedbye-mail

ofnewarticlesas

theybecomeavailable,goto

http://www.bamagazine.com/email

before and after 0660

Documents