Join John McWade for an in-depth discussion in this video Do you really need a second logo?, part of Before & After: Graphic Design Techniques.
If your logo is as simple as Apple or Nike, it will look good no matter what …size you use it, or no matter where you use it. …But if your logo is more complex, and most of them are, when you reduce it to a …small size, it will often feel weak, or thin, or congested, or in some way, not right. …What do you do? Well, the surprising answer is that you …may need to make a second logo. The original for use at normal size and a …second one for use at small sizes. I have two examples.…
The first is for Acacia Construction, whose logo consists of a small skyline …made of thin vertical lines that at normal size, look great. …But when it's reduced, those lines get too thin, and have too little space …between them. So, what we need to do is make a second …logo that's a simpler, bolder version of the original. …The first step is simply to draw the skyline using fewer lines. …Make them bolder. Now, bold the typeface just a little bit.…
You can see that the bold version doesn't have quite the gracefulness of the …
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- Designing a business card
- Understanding the power of empty space
- Typesetting a list of names
- Working around a weak photo