Learn how to create an eye-catching logo and adapt it to fit a variety of device-independent applications, from business cards to banner ads, using Illustrator and Photoshop.
- [Voiceover] In this chapter, I'll show you how I created the type for a logo which clearly identifies the name of our client while at the same time conveying such brand objectives as prestige and safety/dependability. In other words, this is an exclusive brand that you can trust. Now, our first job is to select the perfect font, which can be a tricky and time-consuming ordeal. And even when you come up with something you like, things may not go quite as you planned, which is why I'm gonna walk you through a few different scenarios.
Now, before I go any farther, a warning up front to those of you who may be working with my exercise files. Because I'm trying out so many fonts here, it's very likely you'll encounter the occasional missing font warning. And generally speaking, you can just ignore them. In all cases, I've converted the text to path outlines so you can view the files properly on any machine. Now, I started out on the Mac using a font that I discovered just by chance, called Bangla MN. And I quickly discovered that this is not a font that's available on the PC in any way, shape, or form.
So, I tried, and I wasn't sure why. I did a little bit of investigation, and I discovered that there's a bunch of different MN fonts and they're all Southeast Asian fonts that is Indo-Chinese. And the MN stands for the designer, Muthu Nedumaran. So these fonts provide access to a bunch of different non-Latin scripts. For example, Bangla MN is Bengali. And Gurmukhi MN, you'll find that one, too, you Macintosh folks, is Punjabi.
And Khmer MN is Cambodian and so forth. So there's a bunch of these fonts, and if you want to try them out and get the same results, then you just want to make sure that the fonts do not include the word Sangam. And, in which case, regardless of the font, you'll access these Latin characters right there. So there are Latin characters included with all of these fonts. Problem is, there's just no way to get to these fonts on the PC, and this is a pretty distinctive font. It has these variable width strokes, and we also have these angled Ns on the stems, of the b, and the d, and the h, and so forth.
The lowercase characters. And we've got these rounded terminals at the ends of the a, the lowercase a, and the c, and the top of the f here. And so forth as well. Turns out, however, I'm only interested in the upper case letters, where this logo is concerned. Which is why I ended up turning my attention to a cross-platform commercial font known as Ocean Sans Std that's available from Adobe by the way. Although it is not part of Typekit at the moment. Specifically we'll be using these two styles right there.
Semi-bold extended as well as Book extended. And in the end, we'll achieve this result right here. So this is some very good looking text indeed. Problem is of course, any time you're working with a commercial font, you have to buy it. And as you can see over here on this Adobe page, each one of the styles runs 30 bucks. So to buy the two styles would be 60 bucks, if you wanted all 10 of the extended styles, you would have to pay 195. Which is a little much to expect from you I imagine.
So I went hunting for some similar fonts here at Identifont.com, and I discovered these fonts right here, as well as a bunch of others over here on the left hand side. Problem is these are commercial fonts as well. So, they're going to cost you money. So then I went searching for a free font, and I came up with this guy right here, Arsenal. Which is available at 1001freefonts.com. In which case, and I used that font to come up with this alternate text right here, which you can compare to the original effect. So, this is the that Bangla MN text.
And then this is the Arsenal alternative. So what I'm gonna do in this chapter is show you how to achieve all three effects. So for those of you working on the Mac, I'll start by showing you how to set the logo using Bangla MN, or one of the other MN fonts. Then, regardless of platform, I'll show you how to achieve this effect using the free font Arsenal. And then finally, I'll show you how I achieved what I consider to be the most desirable result based on the commercial font Ocean Sans Extended.
And then customized to perfection here inside Illustrator.
- Identifying the brand's objectives
- Sketching a design
- Drawing the artwork in Illustrator
- Selecting the perfect font for a logo
- Adding type
- Choosing and assigning spot colors
- Adding vector-based shading with gradients
- Using photographic details for a more photorealistic look
- Changing the orientation of a logo