July '21

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8 6 G R A P H I C S P R O J U L Y 2 0 2 1 G R A P H I C S - P R O. C O M imagery to paint a picture in the viewer's mind as to what the business or service of- fers. Those elements are what make a logo design unique, memorable, and original. This all works great for the logo design process provided the font choice, spacing, layout, and kerning are done in such a way as to promote the readability of the logo's text when viewed at any size and distance. Also, when designing, decide on which element of the business name is the most important. Is the word "Bob's" or "Bagels" most important to the new patron look- ing for bagels to take to their meeting? I don't usually need to shop for a Bob, but if I did, I would scan the shopping center for a sign saying "Bob." If I was looking for bagels, well, I think you get the picture. If a logo is designed for website use, the viewer has loads of time to look at it, study it, and comprehend it. If the viewer only has three seconds to view and comprehend the logo, is "Bagels" or "Bob's" the most critical bit of information that needs to be communicated? When driving on the highway, a typical conversation could go like A or B: A. "Hey, the sign back there said 'Bagels.' Let's turn here!" (Nobody cares if it's Bob's, Tom's, or Joe's bagels.) B. "I could only see the sign for a few seconds; it said, 'Bob's something or other.' I couldn't read the rest." ("Bob's" does not explain what he offers.) Every logo may one day need to be used as a sign, on a sign, or as part of a sign where it's viewed from a long distance, such as sponsoring a baseball team with a banner on the outfield fence. If the logo isn't easily readable from a long distance, it loses its visual dominance and graphic impact in the sea of visual clutter that will surround it. Logo text readability at all sizes is the hallmark of a well-planned logo design. Printing on pens and other small items is the extreme opposite of outdoor sig- nage applications, but the same design Left: The word "Bob's" is not the most important part of the business's name. Although Bob may be the owner, the fact that he sells "Bagels" is what must be prominent on the logo. Above: Bob's logo as shown passes the sizing test with fly- ing colors. It's still readable at a very small size. Left: Here is what the logo might look like during a squint test. Notice that the word "Bagels" is still readable. Right: The icon for the logo works well in all siz- es. The heavy font also works well at small sizes. Left: This company markets only to the electric sign industry. The name "TRIMLESS" is the most important element as "CHANNEL LETTERS" is the item of which the name tag is attached to.

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