Less is often More
During the design process we often pursue the development of an idea into a dead end and it becomes necessary to take a step back and start again. Always be prepared to do this and don't force an idea to work.
Repeating an image may enhance its visual interest but may also weaken its impact as it gets lost in the complexity of a pattern. An image can have a stronger identity on its own and may not need much development.
The Relationship of Image and Type
The '&' sign in our square tile is a printing symbol which seemed a suitable image for a publisher's logo: 'Writers' & 'Critics'. The simple addition of some appropriate typography is all it needs to complete the design.
- 'Edwardian Script', an elegant calligraphic font, was chosen for the word 'Writers' as this stylish black typeface perfectly illustrates the crafts of writing and printing.
- 'Jokerman', an awkward novelty font, was chosen for 'Critics'. Its angry red form bristles with rage as it impertinently stamps on the design.
- The square green '&' symbol creates a neutral zone between these two adversaries.
The style, shape, colors and arrangement of this logo all combine to evoke the nature of the publishing industry.