When Pepsi is the topic, the war with Coke is the inevitable next thought, so let’s get that rivalry out of the mix right now. Whose side am I on? I’m on typography’s side. I’m on strategic messaging’s side. My positive intent is to use Pepsi as a case study–exploring the importance of typography in messaging and brand strategy. Read full neutrality disclaimer at the bottom of this blog post.
Logo designers, like the great athletes of our time who say “I just try to improve every day,” can share the same winning mentality. If you are on a mission to learn and improve, this comprehensive logo design guide is a great place to start. I wish that I had access to a post like this when I began. This information will help you achieve the single most important goal of logo design – distinction.
A client says “add more space between the characters” or “make the spacing tighter.” How do you define this space? Is there a there a “standard range” of natural spacing between characters? It seemed to my naked eye that many famous logos had a similar range of spacing that made them approachable as brands. I wanted to know if I was right by examining and comparing logos in a unique way.
If you want to know how to achieve the best logo design result – these advanced proven techniques are for you. Did you ever drive with your GPS and it told you to turn even though your gut was telling you – “I think that’s wrong?” Your gut, your intuition and all your experience is telling you to stay straight, but the nav system has such a strong influence that you veer off course. The moral of the story, in the case of logo design, isn’t strictly about trusting your gut – it is to build a better navigation framework in the first place. If you are looking for ‘killer logo design tips,’ it’s better to know what you are doing in the first place with a proven logo design strategy – that’s your million dollar tip.