This chapter is from the book
This chapter is from the book
This chapter is from the book
How to Make a Lettermark
Create a stylish, compact logo by combining a picture with your company’s initial.
In the Middle Ages, craftsmen began stamping their products with a personal seal as a guarantee of quality. Their seals became known as trademarks and have been popular ever since.
Early trademarks were highly decorative, with elaborate drawings and busy lettering. Although their purpose remains the same, their appearance has evolved. Modern trademarks are streamlined—the illustration is reduced to a silhouette, and the company name is set in simple type.
The illustrated letter, or lettermark, is an especially effective type of trademark—it’s stylish, compact, and easy to complete.
Here’s how to make an effective lettermark.
BEFORE DRAWING...
The letter is the foundation of your lettermark. Its shape and proportion will govern everything that follows. Look at it carefully. As a rule, you’ll place your illustration within its largest open area. Plan your graphic so its proportion matches this space.
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Quick start
1. Type your letter
Pick a typeface and in a drawing program, type your letter and then convert it to a path. Select its counter (the hole) and delete.
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2. Make your graphic
Make (or find) a simple graphic that illustrates the product or services of your company—in this case, a tropical fish store. The graphic needs very little detail; it’s the silhouette that’s important.
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3. Combine
Position your silhouette to replace the missing counter. Note that although the graphic is larger than the counter was, the letter retains its original character.
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1 What to Draw: Look for Pictures That Tell a Story
Start with a real object
If your client has a tangible product, draw it first. If it has many products, try several; each will say something different. If the product is actually a service (like a motel), try objects from the environment, such as this cactus or teapot.
If a literal image doesn’t work, try symbolism
A symbolic image brings to mind a desirable but intangible characteristic of a company—strength, for example. We’re not looking for abstraction or hidden mystical revelation here; the best symbols are pictograms (like restroom signs) or everyday objects.
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2 How to Draw: Make it Bold, Keep it Simple
Draw the profile
Logo graphics are meant for quick identification. Illustrate the object in its most recognizable view.
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Use as little detail as possible
Elaborate pictures are pretty but out of place on a lettermark. Use only what’s needed to make your graphic identifiable.
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Using lines? Limit yourself to one line weight
Lines are racy but can quickly appear detailed and overworked. The solution: Use a single line weight throughout.
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Keep the outline simple
The teddy bear shown below is easy to “read” when it’s big, but it looks like an ink blot at letterhead size: Its silhouette is too busy. A solution was to render only teddy’s head. Watch for similar conditions in your design.
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Which typeface?
When picking a font, choose a very bold sans serif or slab serif style. These usually retain their character when combined with an illustration. Avoid extremely condensed bold faces: Their tall, thin counters are too restrictive for replacement graphics.
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3 Where to Put It: Replace the White Space
Remove the counter and place your graphic in the largest open area of the letter. Usually, you’ll want to make your illustration larger than the counter it replaced.
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Place for legibility
Your letter will be clearest if you position your graphic to follow its natural contours.
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Try these ideas
Repeat a graphic (below left) or make a whole word from lettermarks (below right).
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