COMPOSITION TECHNIQUES - 5
Punching a Shape
'Punching' is the process illustrated in our visual equation above. It is a method of merging two shapes to create a single shape that has characteristics of both the originals. Designers use this technique to combine and simplify shapes into a single form as one image has more impact and is easier to remember than two.
We have used the 'punching' technique here to adapt the '&' symbol to the shape of a square tile which makes it easier to manage as an element in a design.
Squares make the most natural tiles and a designer's most predictable move is to repeat them. However, you can spice up a simple repeat pattern by changing the colors of each tile which stimulates the viewer's instinct to search for larger pattern within the overall design.
Here, a symmetrical arrangement is created by mirrored forms. This is a composition technique that goes back hundreds of years and unsurprisingly creates an old fashioned crest design.
An Asymmetrical Arrangement
At first glance, this asymmetrical arrangement looks random. On closer inspection you can see that it is carefully arranged so that each shape overlaps the next at a key points in the design. There is nothing haphazard about good design.
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.
Combining 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.