1. No category

Before&After BAmagazine.com
®
i U X
How to
set a text-only
logotype
Key is to work with the
natural pattern of your
letters. Here’s how.
Continued 
Continued 
How to set a text-only logotype 0660
Before&After BAmagazine.com
®
i U X
How to set a text-only logotype
Key is to work with the natural pattern of your letters. Here’s how.
Welcome to Nagano
Urban Grill, a popular midtown hangout. Our project is
to design its logotype. A logo is
a company’s signature; it’s a distinctive way of writing its name.
Some logos include graphics, but
most do not. A good logo is bold,
clear and attractive, and it conveys an appropriate sense of the
company. These qualities can be
difficult to combine in one word.
The place to start on a text-only
logo is with the natural pattern of
its ­letters.
Every word has a natural
­ attern. Before setting type,
p
take a visual inventory. Even
handwritten (left), we can see
a descending g loop and repeating a’s, which form a trio of
roundish shapes more or less in
the middle. Nagano starts with
an angle (N) and ends with a
circle (o), both of which have
open ends that lead the eye outward. It has six letters. Visually,
Nagano is an average word. It’s
easy to say (NOG-uh-no), and it
has strong Japanese associations. These qualities will form
the foundation of our designs.
 2 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
3 of 23
i U X
A logotype starts with the alphabet
Letters have distinct shapes. Get familiar with these shapes. Each has its own kind of
expressiveness. The shapes will also determine what you can do with your design.
Circles are soft, serene, enclosing
Circles with straights or hoops (the g)
aceo bdgpq
hmnu ilt fjrs
kvwxyz
Hoops are lively, playful
Straights Curls and half-circles
Angles are unstable, edgy, restless
Typeface Avant Garde (shown here), which consists
mainly of simple straights and circles, is especially good
at revealing letter shapes. Shown are the main groups;
different fonts will have small variations.
 3 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
4 of 23
i U X
For example . . .
The name j.jill consists solely of straight letters that do not convey softness like
round letters do. Conversely, round pod is not naturally sharp and edgy.
lolliooo icicle
ba-bummm-ba-ba-ba-ba-bummm-bummm-ba-bummm . . .
ba-bummm-ba-bummm-ba-bummm . . .
Illinois j.jill ooo
ba-bummm-bummm-bummm-ba . . .
ba-ba-ba-ba-bummm-bummm-ba-bummm . . .
ba-ba-ba-ba-ba-ba . . .
A word’s pattern can be expressed rhythmically. Rhythm is an unseen factor that affects
how we perceive a word.
 4 of 23 
How to set a text-only logotype 0660
Before&After How to set a text-only logotype
®
BAmagazine.com
5 of 23
i U X
Find your pattern
Start by setting your name in uppercase and lowercase, and notice the pattern that
forms, even if it’s subtle. Pay special attention to repetitive lines and shapes.
nagano
Uppercase
Two angled
One round
Two angled
One round
nagano
Lowercase
Nagano in uppercase Futura Book (above)
has two groups of mirrored angles (NA-AN)
alternating with two round letters, a rhythmic
but subtle pattern. Lowercase Avant Garde
(right) forms a line of all-round letters, a
strong and interesting pattern.
All round
 5 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
6 of 23
i U X
Pattern breakers
Your name in some typefaces will not form a pattern.
No resemblance
Nagano
No resemblance
Letters that look alike in Avant Garde look different in Adobe Garamond (above),
and the pattern disappears. The g that before was a circle is now a snaking, twisting line. As a rule, the more detailed the typeface—details include serifs, terminals,
filets, varying stroke widths and so on—the less visible the pattern will be.
Texture Patterns are big. When repetitive
elements are small (common in detailed
typefaces like Adobe Garamond), they
make texture. Above, you can see four circular counters and other repetitive shapes
in the middle of the word.
Shape Related to pattern is shape, which
refers to the overall form of the word.
 6 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
7 of 23
i U X
Pattern makers
Your name can be given a pattern by the typeface. Pattern-making is the main
function of most decorative type.
Nagano
Repetitive loops
Repetitive angle
Similar curves. Note the graceful
thick to thin of the strokes.
Calligraphic Sloop has a strong, graceful pattern—its letters arc and flow smoothly
from thick to thin and have common angles and loops. Extra swashes—notice the N—
create similarity with other letters where none exists naturally. Any word set in Sloop
will automatically have a pattern and will always be beautiful.
 7 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
8 of 23
i U X
Shape makers
Similarly, your name can be forced to take shape. The two easiest techniques are
expansion —spread your name out—and compression—squeeze it together.
Expansion (Above) Spreading your name way out disconnects its letters from each other. This
breaks whatever pattern may be present and creates a new one—a neat row of dots.
The panoramic result conveys a sense of grandeur both understated and elegant. Very popular in
movie titles. The technique works with almost any typeface; set all caps for the cleanest line.
Compression (Above) Conversely, setting your name in a highly condensed typeface, then
packing it tightly together, yields a dense, powerful block. This technique is also popular in the
movies, because it can convey a massive, overwhelming presence, especially in all caps. At
small sizes its dense shape carves a distinctive silhouette that’s easy to work with.
 8 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
9 of 23
i U X
Next, design a card
So far, we’ve seen that the letters in a name can form a pattern. The typeface can make
or break the pattern. The typeface can impose a pattern of its own. In every case, the
typeface also adds meaning. The key to a great logotype is to find a typeface that makes
the name look good and conveys the appropriate meaning.
To see this at work, we’ll next set the name on a business card in nine different type­
faces. The card will give us the added tools of color and layout. We will use only type,
with no g
­ raphics of any kind. Pay special attention to this, and you’ll see how clearly—
and beautifully—type alone can communicate.
Standard U.S. business card is 31⁄2” x 2”.
For this demonstration we’ll put the name on
the front and ignore the contact info, which in
real life would be put on the back.
 9 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
10 of 23
i U X
Avant Garde
brings out Nagano’s natural pattern. Simple shapes are bold and youthful, especially
in lowercase. Colors are interchangeable. This would be a fun, trendy place.
nagano
Wide
Medium
Narrow
nagano
urban grill
nagano
urban grill
urban grill
Bright chain of hoops and circles runs edge to edge and can be seen from
across the room! Urban grill subtitle is also in Avant Garde. Green and yellow
are fresh, secondary colors that can easily be swapped (right) with equally
bold results. Single-line design conveys restraint, a counterpoint to the exuberant circles. Note the letters are very close but not touching. Asymmetrical
divisions of space—wide, medium, narrow (above)—keep the design active.
 10 of 23 
nagano
urban grill
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
i U X
BAmagazine.com
11 of 23
Sloop
has airy, sweeping lines that convey grace, elegance and taste appropriate for a visit
from the Queen (really). Centered layout and light, metallic colors add formality.
Nagano
Nagano
U
r
b
a
n
G
r
i
l
U
r
b
a
n
G
r
i
l
l
Nagano
l
U
Real power always appears natural and unforced, as if it simply required no
effort. (If it looks like you’re trying, it doesn’t work!) To project this, you want
a centered layout, which has no motion; it is calm and at rest. Silver and
gold colors suggest wealth, but here they’re light, quiet, discreet. Superlight
subtitle (Helvetica Neue Ultra Light) is barely there; its tiny size and contrasting Roman style supports without competing. What’s interesting is that
for all this formality, Nagano is a boisterous midtown GRILL, a juxtaposition
of name and image that would probably work just fine.
 11 of 23 
r
b
a
n
G
r
i
l
l
Center the layout in both directions.
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
i U X
BAmagazine.com
12 of 23
Adobe Garamond
is a text face in which Nagano has no pattern but a small amount of texture. Go with
what it has, and add more texture! Cockeyed setting is correspondingly rough.
urban GRILL
urban GRILL
Distressed serif typeface looks rough, weathered and crate-stamped, opposite the hard-edged minimalism of its urban environment. Earthy colors add
warmth. The words can be put just about anywhere except straight and
aligned; you want it to look a little thrown together. This technique looks especially authentic in a stenciled typeface
(inset), which hints of cargo, military,
nautical, safari and so on.
 12 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
13 of 23
i U X
Copperplate Gothic 32BC
has tiny, straight serifs that give it old, industrial-era overtones suitable for an
urban environment. Its clear, wide body makes it good choice for panorama.
n
a
g
a
n
o
n
o
urban grill
n
a
g
a
n
o
urban grill
n
a
g
a
urban grill
Even in very small sizes, a panoramic setting projects a wide-screen image
and conveys feelings associated with spaciousness and grandeur. It’s quiet,
too; the centered setting is motionless and stately. Below, Copperplate’s
tiny serifs help the eye span the gaps between the widely spaced letters.
 13 of 23 
Any color— like hot magenta!—
works in panorama because there’s
so little of it. Dark background adds
class; for a party look, make it bright.
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
14 of 23
i U X
Bureau Grotesque Extra Compressed Black
forces words into blocks that can be fit together like masonry. Brick-wall colors
and artistic composition are right for an artsy, jazzy, bluesy, midtown hangout.
65%
80%
If you like Legos, you’ll like designing with Bureau Grotesque, whose dense
blocks you can stack and reposition endlessly and usually get expressive results. Pay attention to the negative spaces that form (white blocks,
above left), which are as important as the positive. Light “Urban” and “Grill”
­colors recede, so the name stands out; note that both are tints of the
background color (above, center). Above right, artistically spare design
yields a powerful focal point; note the color emphasis on “urban.”
 14 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
15 of 23
i U X
Planet Kosmos
is an alphabet of nearly identical characters that hints of Japanese animation. It looks
fast (the italics), edgy (its angles), youthful (cartoons) and clean (simple lines).
n
a
rb
u
urban grill
Faster For maximum speed the
name touches both ends; the eye
moves straight along the name
and off the page.
ll
i
gr
Rad Angled setting is edgy, vibrant;
it says the restaurant is full of
young energy but is probably not
a place you’d go to relax. Use the
angle of the italics (below) rather
than a random angle.
Slower Smaller name creates
an enclosing frame that the eye
unconsciously traces, which
slows it slightly.
 15 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
16 of 23
i U X
HTF Didot
is the look of New York city—all glamour, a beautiful choice for a chic, cosmopolitan
restaurant. With its fashion-model overtones, this would be a place to be seen.
Nagano
urban grill
Nagano
urban grill
HTF Didot in lipstick red on white will stop traffic, and
in this case, because of the name, it also has Japanese
overtones. Didot’s superfine lines make the presentation
unusually striking. An ideal complement is Helvetica
Ultra Light, whose line weight matches
Didot’s serifs (inset). Red, gray, black and
white are always powerful together.
Didot’s pattern is seen in its repetitive vertical
strokes—they’re not even slightly slanted, a trait
shared by other typefaces but not often so obviously.
Curvy a’s and g—note the beautifully undulating
thicks and thins—sweeten the middle of the name.
 16 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
17 of 23
i U X
Lettrés Eclatées
is a mangy but oddly cheerful typeface full of repetitive elements that have both
pattern and texture. The two-color setting adds class. Sublimely funky.
Nagano urban grill
The scraggly typeface has the street look you want,
but how do you keep it from making a scraggly
card? By centering it in a single line on rich black.
The result is artistic and textured, framed like art in
a gallery; slight color difference is just enough to set
Nagano apart yet keep the line intact.
Not a straight line anywhere, angles and ovals give
Lettres Eclatees its texture and our name something of
a pattern, which may be easier to see if it’s reversed:
 17 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
18 of 23
i U X
Helvetica Neue
imparts a look of Swiss minimalism wherever it appears. Graceful, geometric and ice
cold, it is one of the world’s most famous typefaces. Expect stainless steel and glass.
Note tight letterspacing,
line spacing and
upper-left alignment.
Helvetica is the look of the modern, mechanized world—beautiful, controlled and aloof. You can use it for anything, as long as
it’s tightly aligned, usually to the top and left. Helvetica looks best
tightly set and in a single size; differentiate words only with weight
and color. It’s a cold typeface; you’ll need fire-on-the-grill colors to warm it up.
 18 of 23 
How to set a text-only logotype 0660
Before&After BAmagazine.com
19 of 23
How to set a text-only logotype
®
i U X
Article resources
Typefaces
nagano nagano
urban grill
urban grill
Colors
1 (a–b) ITC Avant Garde Gothic Book
a) 73 pt, –80 letterspacing
b) 17.5 pt, –10 letterspacing
1a
2 Sloop Script One | 80 pt
1b
3 Helvetica Neue Ultra Std Light | 8 pt
4
nagano nagano
urban grill
urban grill
Nagano Nagano
U
r
b
a
n
G
r
i
l
l
U
r
b
a
n
G
r
i
l
l
Nagano
U
r
b
a
n
G
r
i
l
l
5
6
4
C30 M30 Y30 K100
5
C0 M30 Y100 K0
6
C50 M0 Y100 K0
7
C0 M0 Y100 K0
8
C0 M0 Y0 K20
9
C15 M17 Y35 K0
10 C0 M0 Y0 K100
7
2
3
8
9
10
 19 of 23 
How to set a text-only logotype 0660
Before&After How to set a text-only logotype
®
BAmagazine.com
20 of 23
i U X
Article resources
Typefaces
Colors
1 Adobe Garamond Regular | a) 84 pt,
–30 letterspacing (Distressed in
Photoshop using the Eraser tool)
1
urban GRILL
6
7
8
9
urban GRILL
2a
2 (a–b) Clarendon Light | a) 16 pt,
–10 letterspacing; b) 20.5 pt,
–15 letterspacing
3 City Stencil D Medium (Distressed in
Photoshop using the Eraser tool)
10 11
1
3
4 Lettrés Eclatées | 34 pt
2b
5
j.jill
C0 M0 Y0 K100
7
C14 M62 Y96 K2
8
C40 M90 Y100 K10
9
C0 M30 Y100 K0
10 C25 M100 Y80 K5
11 C60 M80 Y100 K70
12 C30 M30 Y30 K100
Logo
13 C4 M75 Y100 K0
5 JJill.com
14 C23 M64 Y87 K16
4
Nagano urban grill
6
12
13
14
 20 of 23 
How to set a text-only logotype 0660
Before&After How to set a text-only logotype
®
BAmagazine.com
21 of 23
i U X
Article resources
Typefaces
n
a
g
a
n
o
n
a
urban gri l l
g
a
n
o
1a
1b
urba n gri l l
Colors
1 (a–b) Copperplate Gothic 32BC
a) 18.5 pt, b) 8.5 pt
4
C30 M30 Y30 K100
2 Bureau Grotesque Extra
Compressed Black | 64 pt
5
C23 M64 Y87 K16
6
C0 M100 Y0 K0
7
C0 M20 Y100 K0
8
C5 M5 Y5 K60
9
C9 M46 Y69 K2
3 OL Franklin Triple Condensed
25 pt, +10 letterspacing
4
5
6
7
8
n
a
g
a
n
o
urba n gri l l
10 C40 M68 Y62 K67
11 C22 M90 Y95 K8
2
2
3
2
9
2
10
11
 21 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
22 of 23
i U X
Article resources
Typefaces
urban grill
Nagano
urban grill
b
an
ur
ill
gr
Nagano
urban grill
1a
1b
5
6
7
8
Colors
1 (a–b) Planet Kosmos | a) 50 pt, b) 20 pt
2 HTF Didot | 80 pt
3 (a–b) Helvetica Neue Std Ultra Light
a) 24 pt, –30 letterspacing;
b) 47 pt, –30 letterspacing
4 Helvetica Neue Std Bold | 47 pt
–60 letterspacing
9
Related articles
3a
2
0677 | 0613 | 0612 | 0664 | 0643 | 0669
0660 | 0269 | 0363 | Issue 13
11
3b
12
C100 M0 Y0 K0
6
C50 M0 Y100 K0
7
C100 M90 Y10 K10
8
C0 M0 Y0 K100
9
C0 M100 Y85 K0
10 C0 M0 Y0 K30
10
4
5
11 C15 M25 Y40 K0
12 C13 M35 Y85 K0
13 C23 M64 Y87 K16
14 C19 M86 Y87 K8
13
15 C40 M90 Y100 K10
14
16 C42 M80 Y90 K62
15
16
Article revised on 08/24/10
 22 of 23 
How to set a text-only logotype 0660
Before&After ®
How to set a text-only logotype
BAmagazine.com
23 of 23
Subscribe to Before & After
Subscribe to Before & After, and become a
more capable, confident designer for pennies
per article. To learn more, go to
http://www.bamagazine.com/Subscribe
To pass along a free copy of this article to
others, click here.
Join our e-list
To be notified by e-mail of new articles as
http://www.bamagazine.com/email
Before & After magazine
Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understandable, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Staff designer
E-mail this article
they become available, go to
i U X
Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail [email protected]
www http://www.bamagazine.com
Copyright ©2007 Before & After magazine
ISSN 1049-0035. All rights reserved
You may pass along a free copy of this article to others
by clicking here. You may not alter this article, and you
may not charge for it. You may quote brief sections
for review; please credit Before & After magazine, and
let us know. To link Before & After magazine to your
Web site, use this URL: http://www.bamagazine.com.
For all other permissions, please contact us.
 23 of 23 | Printing formats 
How to set a text-only logotype 0660
Before&After BAmagazine.com
®
i U X
Before & After is made to fit your binder
Before & After articles are intended for permanent reference. All are titled and numbered.
For the current table of contents, click here. To save time and paper, a paper-saver format of this article,
suitable for one- or two-sided printing, is provided on the following pages.
For presentation format
Print: (Specify pages 1–23)
For paper-saver format
Print: (Specify pages 25–36)
Print
Format: Landscape
Page Size: Fit to Page
Save
Presentation format or
Paper-saver format
 Back | Paper-saver format 
How to

How to set a text-only logotype 0660
Every word has a natural
­pattern. Before setting type,
take a visual inventory. Even
handwritten (left), we can see
a descending g loop and repeating a’s, which form a trio of
roundish shapes more or less in
the middle. Nagano starts with
an angle (N) and ends with a
circle (o), both of which have
open ends that lead the eye outward. It has six letters. Visually,
Nagano is an average word. It’s
easy to say (NOG-uh-no), and it
has strong Japanese associations. These qualities will form
the foundation of our designs.
set a text-only
logotype
1 of 12
Before&After | www.bamagazine.com
Key is to work with the
natural pattern of your
letters. Here’s how.
Welcome to Nagano
Urban Grill, a popular midtown hangout. Our project is
to design its logotype. A logo is
a company’s signature; it’s a distinctive way of writing its name.
Some logos include graphics, but
most do not. A good logo is bold,
clear and attractive, and it conveys an appropriate sense of the
company. These qualities can be
difficult to combine in one word.
The place to start on a text-only
logo is with the natural pattern of
its l­ etters.
0660 How to set a text-only logotype

A logotype starts with the alphabet
Straights Curls and half-circles
Typeface Avant Garde (shown here), which consists
mainly of simple straights and circles, is especially good
at revealing letter shapes. Shown are the main groups;
different fonts will have small variations.

Circles with straights or hoops (the g)
Letters have distinct shapes. Get familiar with these shapes. Each has its own kind of
expressiveness. The shapes will also determine what you can do with your design.
Circles are soft, serene, enclosing
Angles are unstable, edgy, restless
Hoops are lively, playful
aceo bdgpq
hmnu ilt fjrs
kvwxyz
For example . . .
The name j.jill consists solely of straight letters that do not convey softness like
round letters do. Conversely, round pod is not naturally sharp and edgy.
ba-bummm-ba-bummm-ba-bummm . . .
lolliooo icicle
ba-bummm-ba-ba-ba-ba-bummm-bummm-ba-bummm . . .
How to set a text-only logotype 0660
A word’s pattern can be expressed rhythmically. Rhythm is an unseen factor that affects
how we perceive a word.
ba-bummm-bummm-bummm-ba . . .
Illinois j.jill ooo
ba-ba-ba-ba-ba-ba . . .
2 of 12
Before&After | www.bamagazine.com
ba-ba-ba-ba-bummm-bummm-ba-bummm . . .
0660 How to set a text-only logotype

Find your pattern
Start by setting your name in uppercase and lowercase, and notice the pattern that
forms, even if it’s subtle. Pay special attention to repetitive lines and shapes.
Two angled
Lowercase
One round
nagano
All round
Texture Patterns are big. When repetitive
elements are small (common in detailed
typefaces like Adobe Garamond), they
make texture. Above, you can see four circular counters and other repetitive shapes
in the middle of the word.
How to set a text-only logotype 0660

Uppercase
Two angled
One round
nagano
Nagano in uppercase Futura Book (above)
has two groups of mirrored angles (NA-AN)
alternating with two round letters, a rhythmic
but subtle pattern. Lowercase Avant Garde
(right) forms a line of all-round letters, a
strong and interesting pattern.
Pattern breakers
Your name in some typefaces will not form a pattern.
No resemblance
Nagano
No resemblance
3 of 12
Before&After | www.bamagazine.com
Shape Related to pattern is shape, which
refers to the overall form of the word.
Letters that look alike in Avant Garde look different in Adobe Garamond (above),
and the pattern disappears. The g that before was a circle is now a snaking, twisting line. As a rule, the more detailed the typeface—details include serifs, terminals,
filets, varying stroke widths and so on—the less visible the pattern will be.
0660 How to set a text-only logotype

Pattern makers
Your name can be given a pattern by the typeface. Pattern-making is the main
function of most decorative type.

Repetitive angle
Repetitive loops
Nagano
Similar curves. Note the graceful
thick to thin of the strokes.
Calligraphic Sloop has a strong, graceful pattern—its letters arc and flow smoothly
from thick to thin and have common angles and loops. Extra swashes—notice the N—
create similarity with other letters where none exists naturally. Any word set in Sloop
will automatically have a pattern and will always be beautiful.
Shape makers
How to set a text-only logotype 0660
Similarly, your name can be forced to take shape. The two easiest techniques are
expansion —spread your name out—and compression—squeeze it together.
Expansion (Above) Spreading your name way out disconnects its letters from each other. This
breaks whatever pattern may be present and creates a new one—a neat row of dots.
The panoramic result conveys a sense of grandeur both understated and elegant. Very popular in
movie titles. The technique works with almost any typeface; set all caps for the cleanest line.
4 of 12
Before&After | www.bamagazine.com
Compression (Above) Conversely, setting your name in a highly condensed typeface, then
packing it tightly together, yields a dense, powerful block. This technique is also popular in the
movies, because it can convey a massive, overwhelming presence, especially in all caps. At
small sizes its dense shape carves a distinctive silhouette that’s easy to work with.
0660 How to set a text-only logotype

Wide
Next, design a card
So far, we’ve seen that the letters in a name can form a pattern. The typeface can make
or break the pattern. The typeface can impose a pattern of its own. In every case, the
typeface also adds meaning. The key to a great logotype is to find a typeface that makes
the name look good and conveys the appropriate meaning.
To see this at work, we’ll next set the name on a business card in nine different type­
faces. The card will give us the added tools of color and layout. We will use only type,
with no ­graphics of any kind. Pay special attention to this, and you’ll see how clearly—
and beautifully—type alone can communicate.
Standard U.S. business card is 31⁄2” x 2”.
For this demonstration we’ll put the name on
the front and ignore the contact info, which in
real life would be put on the back.
Avant Garde
urban grill
urban grill
nagano
nagano
brings out Nagano’s natural pattern. Simple shapes are bold and youthful, especially
in lowercase. Colors are interchangeable. This would be a fun, trendy place.
nagano
urban grill
urban grill
nagano
How to set a text-only logotype 0660

Medium
Narrow
5 of 12
Before&After | www.bamagazine.com
Bright chain of hoops and circles runs edge to edge and can be seen from
across the room! Urban grill subtitle is also in Avant Garde. Green and yellow
are fresh, secondary colors that can easily be swapped (right) with equally
bold results. Single-line design conveys restraint, a counterpoint to the exuberant circles. Note the letters are very close but not touching. Asymmetrical
divisions of space—wide, medium, narrow (above)—keep the design active.
0660 How to set a text-only logotype

Sloop
a
n
G
r
i
l
l
U
r
b
a
n
G
r
i
l
l
Nagano
U
r
b
a
n
G
r
i
l
l
Nagano
Center the layout in both directions.

b
has airy, sweeping lines that convey grace, elegance and taste appropriate for a visit
from the Queen (really). Centered layout and light, metallic colors add formality.
r
Nagano
U
Real power always appears natural and unforced, as if it simply required no
effort. (If it looks like you’re trying, it doesn’t work!) To project this, you want
a centered layout, which has no motion; it is calm and at rest. Silver and
gold colors suggest wealth, but here they’re light, quiet, discreet. Superlight
subtitle (Helvetica Neue Ultra Light) is barely there; its tiny size and contrasting Roman style supports without competing. What’s interesting is that
for all this formality, Nagano is a boisterous midtown GRILL, a juxtaposition
of name and image that would probably work just fine.
Adobe Garamond
How to set a text-only logotype 0660
urban GRILL
is a text face in which Nagano has no pattern but a small amount of texture. Go with
what it has, and add more texture! Cockeyed setting is correspondingly rough.
urban GRILL
6 of 12
Before&After | www.bamagazine.com
Distressed serif typeface looks rough, weathered and crate-stamped, opposite the hard-edged minimalism of its urban environment. Earthy colors add
warmth. The words can be put just about anywhere except straight and
aligned; you want it to look a little thrown together. This technique looks especially authentic in a stenciled typeface
(inset), which hints of cargo, military,
nautical, safari and so on.
0660 How to set a text-only logotype

Copperplate Gothic 32BC
g
a
n
o
n
a
65%
g
a
a
urban grill
g
urban grill
n
n
o
o
How to set a text-only logotype 0660

a
a
Any color— like hot magenta!—
works in panorama because there’s
so little of it. Dark background adds
class; for a party look, make it bright.
n
has tiny, straight serifs that give it old, industrial-era overtones suitable for an
urban environment. Its clear, wide body makes it good choice for panorama.
n
u r b a n g r il l
Even in very small sizes, a panoramic setting projects a wide-screen image
and conveys feelings associated with spaciousness and grandeur. It’s quiet,
too; the centered setting is motionless and stately. Below, Copperplate’s
tiny serifs help the eye span the gaps between the widely spaced letters.
Bureau Grotesque Extra Compressed Black
7 of 12
Before&After | www.bamagazine.com
If you like Legos, you’ll like designing with Bureau Grotesque, whose dense
blocks you can stack and reposition endlessly and usually get expressive results. Pay attention to the negative spaces that form (white blocks,
above left), which are as important as the positive. Light “Urban” and “Grill”
­colors recede, so the name stands out; note that both are tints of the
background color (above, center). Above right, artistically spare design
yields a powerful focal point; note the color emphasis on “urban.”
80%
forces words into blocks that can be fit together like masonry. Brick-wall colors
and artistic composition are right for an artsy, jazzy, bluesy, midtown hangout.
0660 How to set a text-only logotype

Planet Kosmos
n
ba
ill
gr
urban grill
Nagano
HTF Didot in lipstick red on white will stop traffic, and
in this case, because of the name, it also has Japanese
overtones. Didot’s superfine lines make the presentation
unusually striking. An ideal complement is Helvetica
Ultra Light, whose line weight matches
Didot’s serifs (inset). Red, gray, black and
white are always powerful together.
How to set a text-only logotype 0660

Rad Angled setting is edgy, vibrant;
it says the restaurant is full of
young energy but is probably not
a place you’d go to relax. Use the
angle of the italics (below) rather
than a random angle.
ur
is an alphabet of nearly identical characters that hints of Japanese animation. It looks
fast (the italics), edgy (its angles), youthful (cartoons) and clean (simple lines).
Slower Smaller name creates
an enclosing frame that the eye
unconsciously traces, which
slows it slightly.
urban grill
Faster For maximum speed the
name touches both ends; the eye
moves straight along the name
and off the page.
HTF Didot
Nagano
8 of 12
Before&After | www.bamagazine.com
Didot’s pattern is seen in its repetitive vertical
strokes—they’re not even slightly slanted, a trait
shared by other typefaces but not often so obviously.
Curvy a’s and g—note the beautifully undulating
thicks and thins—sweeten the middle of the name.
urban grill
is the look of New York city—all glamour, a beautiful choice for a chic, cosmopolitan
restaurant. With its fashion-model overtones, this would be a place to be seen.
0660 How to set a text-only logotype

Note tight letterspacing,
line spacing and
upper-left alignment.
Lettrés Eclatées
How to set a text-only logotype 0660

Not a straight line anywhere, angles and ovals give
Lettres Eclatees its texture and our name something of
a pattern, which may be easier to see if it’s reversed:
The scraggly typeface has the street look you want,
but how do you keep it from making a scraggly
card? By centering it in a single line on rich black.
The result is artistic and textured, framed like art in
a gallery; slight color difference is just enough to set
Nagano apart yet keep the line intact.
is a mangy but oddly cheerful typeface full of repetitive elements that have both
pattern and texture. The two-color setting adds class. Sublimely funky.
Nagano urban grill
Helvetica Neue
9 of 12
Before&After | www.bamagazine.com
Helvetica is the look of the modern, mechanized world—beautiful, controlled and aloof. You can use it for anything, as long as
it’s tightly aligned, usually to the top and left. Helvetica looks best
tightly set and in a single size; differentiate words only with weight
and color. It’s a cold typeface; you’ll need fire-on-the-grill colors to warm it up.
imparts a look of Swiss minimalism wherever it appears. Graceful, geometric and ice
cold, it is one of the world’s most famous typefaces. Expect stainless steel and glass.
0660 How to set a text-only logotype

Article resources
urban grill
r
b
a
n
G
r
i
l
l
10 11
U
U
r
r
b
b
a
a
n
n
G
G
r
r
i
i
l
l
l
l
urban GRILL
Nagano
Article resources
9
urban GRILL
8
Nagano urban grill
1a
1b
4
5
6
7
2
3
9
8
10
1
2a
1
2b
4
12
13
14
Typefaces
1 (a–b) ITC Avant Garde Gothic Book
a) 73 pt, –80 letterspacing
b) 17.5 pt, –10 letterspacing
2 Sloop Script One | 80 pt
3 Helvetica Neue Ultra Std Light | 8 pt
Typefaces
1 Adobe Garamond Regular | a) 84 pt,
–30 letterspacing (Distressed in
Photoshop using the Eraser tool)
2 (a–b) Clarendon Light | a) 16 pt,
–10 letterspacing; b) 20.5 pt,
–15 letterspacing
3 City Stencil D Medium (Distressed in
Photoshop using the Eraser tool)
4 Lettrés Eclatées | 34 pt
Logo
5 JJill.com
10 of 12
Before&After | www.bamagazine.com
8
7
6
5
4
C15 M17 Y35 K0
C0 M0 Y0 K20
C0 M0 Y100 K0
C50 M0 Y100 K0
C0 M30 Y100 K0
C30 M30 Y30 K100
Colors
9
10 C0 M0 Y0 K100
8
7
6
C0 M30 Y100 K0
C40 M90 Y100 K10
C14 M62 Y96 K2
C0 M0 Y0 K100
Colors
9
10 C25 M100 Y80 K5
11 C60 M80 Y100 K70
12 C30 M30 Y30 K100
13 C4 M75 Y100 K0
14 C23 M64 Y87 K16
How to set a text-only logotype 0660

urban grill
nagano nagano
urban grill
urban grill
nagano nagano
U
6
7
Nagano Nagano
3
5
j.jill
0660 How to set a text-only logotype

n
a
g
a
n
7
8
o
n
a
a
Article resources
6
n
g
a
a
urban grill
g
urban grill
n
n
o
o
ill
gr
1a
1b
2
3
9
10
11
5
1a
1b
6
7
8
9
10
Typefaces
1 (a–b) Copperplate Gothic 32BC
a) 18.5 pt, b) 8.5 pt
2 Bureau Grotesque Extra
Compressed Black | 64 pt
3 OL Franklin Triple Condensed
25 pt, +10 letterspacing
Typefaces
1 (a–b) Planet Kosmos | a) 50 pt, b) 20 pt
2 HTF Didot | 80 pt
3 (a–b) Helvetica Neue Std Ultra Light
a) 24 pt, –30 letterspacing;
b) 47 pt, –30 letterspacing
4 Helvetica Neue Std Bold | 47 pt
–60 letterspacing
Related articles
0677 | 0613 | 0612 | 0664 | 0643 | 0669
0660 | 0269 | 0363 | Issue 13
8
7
6
5
4
C9 M46 Y69 K2
C5 M5 Y5 K60
C0 M20 Y100 K0
C0 M100 Y0 K0
C23 M64 Y87 K16
C30 M30 Y30 K100
Colors
9
10 C40 M68 Y62 K67
11 C22 M90 Y95 K8
8
7
6
5
C0 M100 Y85 K0
C0 M0 Y0 K100
C100 M90 Y10 K10
C50 M0 Y100 K0
C100 M0 Y0 K0
Colors
9
10 C0 M0 Y0 K30
11 C15 M25 Y40 K0
12 C13 M35 Y85 K0
13 C23 M64 Y87 K16
14 C19 M86 Y87 K8
15 C40 M90 Y100 K10
16 C42 M80 Y90 K62
Article revised on 08/24/10
How to set a text-only logotype 0660

5
urban grill
4
2
2
2
n
ba
ur
urban grill
Nagano
Article resources
urban grill
urban grill
Nagano
11
3a
2
4
12
11 of 12
Before&After | www.bamagazine.com
16
15
14
13
3b
0660 How to set a text-only logotype

Subscribe to Before & After
Before & After magazine
Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understandable, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Staff designer
Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail [email protected]
www http://www.bamagazine.com
Copyright ©2007 Before & After magazine
ISSN 1049-0035. All rights reserved
You may pass along a free copy of this article to others
by clicking here. You may not alter this article, and you
may not charge for it. You may quote brief sections
for review; please credit Before & After magazine, and
let us know. To link Before & After magazine to your
Web site, use this URL: http://www.bamagazine.com.
For all other permissions, please contact us.
How to set a text-only logotype 0660

Subscribe to Before & After, and become a
more capable, confident designer for pennies
per article. To learn more, go to
http://www.bamagazine.com/Subscribe
E-mail this article
To pass along a free copy of this article to
others, click here.
Join our e-list
To be notified by e-mail of new articles as
they become available, go to
12 of 12
Before&After | www.bamagazine.com
http://www.bamagazine.com/email
0660 How to set a text-only logotype