EXAMPLE 5

 

PUNCHING

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 characteristicss 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 organize as a repeat pattern.

 

REPEAT PATTERNS

Spice up a simple repeat pattern by changing the colors of each tile.

 

MIRRORED REPEATS

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

Repeating an image sometimes weakens its impact as it gets lost in the complexity of a pattern. An image often has a stronger identity on its own.

 

COMBINING IMAGE AND TYPE

The '&' sign in our square tile is a printing symbol, the ideal image for a publisher's logo: 'Writers' & 'Critics'. The simple addition of some appropriate typography completes the design.

'Edwardian Script', an elegant calligraphic font, was chosen for 'Writers'. 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 jumps onto 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.