EXAMPLE 8

 

STAND OUT FROM THE CROWD

Good graphic design stands out from the crowd. By merely adjusting one of our stacked cups, this simple change to the image creates a visual metaphor that expresses deeper ideas about attitudes or behaviour.

 

A COUNTERCHANGE OF TONES

Shading techniques, such as a counterchange of graduated tones (light against dark changing to dark against light) can add a spatial elegance and depth to the most minimal shapes.

 

A COUNTERCHANGE OF SHAPES

To create a 'Morning Coffee' logo for a café, our visual equation demonstrates a counterchange of overlapping shapes that are then shaded and colored like the squares on a checkerboard.

 

A SIMPLE LAYOUT

To develop the idea further, the image was framed with a background that suggested a tray or a café window. The words 'Morning Coffee' were added to complete a simple layout. The 'Cooper Black' font was chosen for this text as its gently curved corners were in harmony with the other shapes in the design.

 

A MORE INTERGRATED LAYOUT

Don't be satisfied with your first design - try different layouts. In order to integrate the typography with the image, the layout of the shapes was altered to include the text within the design. This also removed any ambiguity about the frame which now looks more like a café window with the cup of coffee sitting comfortably in the foreground.

 

AN APPROPRIATE CHOICE OF TYPOGRAPHY

Always test different examples of typography in a design. Here the type has been swapped for a less formal 'Brush Stroke' font whose calligraphic strokes set a more relaxed tone. The decision as to what works best is usually down to the personal preference and experience of the designer.