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letters. Heres how.Continued
How to
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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:
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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.
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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.
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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
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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.
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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
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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.
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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.
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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
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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.
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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
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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.
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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%
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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.
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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.
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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:
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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.
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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
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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
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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
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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
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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
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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
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Howtosetatext-onlylog
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.
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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.
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How
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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.
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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.
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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.
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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.
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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.
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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:
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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
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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
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Before&Aftermagazine
Before&Afterhasbeen
sharingitspracticalapproach
tographicdesignsince
1990.Becauseourmodernworld
hasmadedesignersofusall(readyornot),Before&
Afterisdedicatedtoma
kinggraphicdesignunderstand-
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Before&Aftermagazine
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