East Coast Diver
Scuba Diving Center
Brookline, MA. U.S.
Lemon
Fashion Catalog
Quito, Ecuador
Gato Negro
Women's Perfurme
Havana, Cuba
4B Solutions
Bicycle Company
Brooklyn, NY, U.S.
Elkra Corporation
Business Consultancy Firm
Quito, Ecuador
UNAICC 20th anniversary
Engineers and Architects Association
Havana, Cuba
Uncle Ho's
Vietnamese Restaurant
Quito, Ecuador
The English Bookshop
Bookstore
Quito, Ecuador
Brookline Recreation Department
Local Government Office
Brookline, MA. U.S.
Epicurean Experience
Catering Business
Cambridge, MA. U.S.
Heartstring Bridal
Wedding Company
Hopkins, MN. U.S.
Bungalow 6
Bar Lounge Disco
Quito, Ecuador
Eat In
Catering Business
Pittsburgh, PA. U.S.
Cierta Impresion
Photography Exposition
Quito, Ecuador
Etnias
NGO
Pawtucket, RI. U.S.
ICID
Medical Technology Company
Havana, Cuba
Logo design
Logo design as part of visual identities and graphic systems for entrepreneurs and companies in a diverse range of industries and countries.
Logo fonts and lettering
The letters and lettering style that make up the name of business are a cornerstone of the visual identity and an integral part of the graphic system.
Smart typography design needs to be invisible. Nobody wants to have their breakfast interrupted by a cheeky designer winking at them through the type on the newspaper. In this case, typography needs to look so typical that it’s not even noticeable when you read it.
Logos are another matter. A logo, as a "commercial signature," needs to be unique, intelligible and compelling.
Letters structure
Letters share parts, a common DNA, that turns them into a family and keeps the logo mark consistent.
Modules
Transforming modules (translating, rotating, reflecting) is an efficient process to create tiles, patterns, and other motives to enrich a graphic system.
Geometry is the secret behind the beauty.
Pen angle
Logos that are based on calligraphy styles have subtleties that link them to their time in history.
For example, a 45º pen angle is characteristic of gothic calligraphy,
Ligatures and swashes
To create script lettering is no less of a challenge.
As we write, there is consistency, balance, and rhythm that flows naturally. Achieving this effect on lettering requires hand drawing the letters, wash-rinse-repeat, digital playing, and patience. Ligatures and swashes help script logos to become cohesive images. Sometimes the desired image dictates the form of the swatches, and sometimes the egg comes first.
Typographic logo marks
Aleph! Letters were icons first, marks on walls and clay tablets, that evolved with human history transforming into pictograms, ideograms, and phonograms.
Structuring a logo mark within the logo letter structures is like a loud Alphalujah! (See what I did?)
Counter space
If letters are like punches, the spaces between them are like counterpunches.
Counter-space, when used right, is a good strike.
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