Before & After - 0363 - How To Design A Logo Of Letters.pdf

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Before & After magazine | 0363 | How to design a logo of letters!

Before & A f t e r ®

BAmagazine.com

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U

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Logo

of letters!

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How to design a logo of letters 0363

Design a

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Before & A f t e r ®

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How to design a logo of letters

Are you known by your initials? Turn those letters into a terriﬁc signature!

Companies of every kind sign their names with

linked letters called ligatures. Ligature means

to tie. Ligatures make excellent business signa-

tures. They’re handsome, simple and compact.

And they’re fun, too—we all have initials! Some

letters link in one typeface but not another.

Others link in lowercase but not in upper. What

follows are a variety of ways to get your letter

pairs beautifully together.

Cotton

Incorporated

www.cottoninc.

com

�

Jack in the Box

www.jackinthebox.com

®

®

American Dental Association

www.ada.org

Cable News Network

www.cnn.com

General Electric | www.ge.com

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Use shared strokes

Many letter pairs form natural

links; they have identical parts

or complementary shapes

that ﬁt like hand in glove. Let’s

begin with the easiest letters

to link—those that have iden-

tical adjacent strokes.

HK are an ideal pair; each letter is distinct from the

other, but their adjacent stems are identical. Link by

removing either stem and abutting the letters. Two

colors put the emphasis on one letter or the other.

This is a good way to handle an acronym in which the

second letter is the more important.

Almost-identical strokes

Pairs like UR share not-quite-

identical strokes, yet often

ﬂow naturally together. To link

neatly, you must usually sac-

riﬁce some parts; here, the R

gave up a foot, the U a serif.

In Illustrator, set the letters, Create Outlines, and move

together. Cut away the unneeded pieces, leaving the

remainders overlapped, then in the Pathﬁnder dialog,

select Add to shape area (below).

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Angled to vertical

Angled strokes often link well

to vertical strokes. The easiest

technique is simply to cut the

angled letter in half.

Halving the A joined it neatly to the B , but the crossbars did

not align. Borrowing the ﬂourish from atop the A was an easy

and artful solution.

If your letterstrokes don’t quite match . . .

AN an

AN AN

Try changing case

The lowercase alphabet is much different from

uppercase, and many letters that do not link in one

will link in the other. As a rule, lowercase imparts a

less formal, more casual image.

Try a different font

Similarly, letters that don’t link in one typeface may link in

another. Try many! Typefaces that would be too stylized for

everyday use often make excellent ligatures.

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Curved to vertical

The more decorative the

typeface, the more easily dis-

similar strokes can be linked.

Even a curving stroke can

replace a vertical. You need

gentle curves, though, circles

won’t do (far right).

Many letter pairs can be made to link but shouldn’t be;

for example, this odd assembly looks like we’ve invented

a new character! A key attribute of a good ligature is that

its letters read as individuals even after being joined.

Uppercase-lowercase

Uppercase letters can often

link to lowercase with excellent

results. An uppercase I, though,

won’t link to anything—its

body just disappears! But a

lowercase i has the advantage

of its distinctive dot and can

link with many letters.

Distance Color Style

How far apart? . . .

Here, a lowercase i has been doctored to link with an

uppercase M . Letters can be separated by distance, color,

typestyle or any combination.

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