July '21

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G R A P H I C S - P R O. C O M 2 0 2 1 J U L Y G R A P H I C S P R O 8 5 Find the fewest number of words you can use to announce to potential club members driving by: "Join our club be- cause we have a new shop, dance hall, ste- reo, WiFi, blah, blah, blah, blah, blah." Using a web address on the sign allows them to list out all of the cool things they have to offer a new member … with pho- tos of the members, parties, rides, and all of that which cannot be conveyed effec- tively on a banner. That means you can design a banner that only has one purpose: to encourage the viewer to visit a website or an Instagram page. That's the direc- tive; the viewer must respond by visiting the website. The expressive or intangible aspects of this banner design layout is where design skills, vision, experience, research, and good old-fashioned creativity help set the tone, mood, feeling, attitude, and style that reflects the club's reasons for existing. Creative design that explores the intan- gible provides the catwalk that allows the directive to speak to the viewer through its subliminal graphic imagery and char- acter-focused fonts that entice the viewer to visit that website and see what the club is all about. LOGO DESIGN FOR SCREEN VERSUS OUTDOOR VIEWING Before I touch on this, I want to briefly review just a few points from the two pre- vious articles. We have addressed readabil- ity, contrast, layout, spacing, font choice, and now the science of reducing word count for maximum readability, while still communicating the intended message. Remember that this is signage — the viewer spends three seconds seeing it. Sign design is all about readability, in many ways. Always design with flow, balance, contrast, and style. APPLYING SIGN DESIGN DISCIPLINES TO LOGO DESIGNING Here is where I'm about to ruffle some feathers on design versus function. Some logos are dependent upon colorful graphic Here you see a short exercise on how to reduce word count without losing the intent of the message that needs to be conveyed. (All images courtesy Matt Charboneau)

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