On Display – Logo and Typeface

After my critique I started to work more on my logos. Taking forward one of the sketches I had made previously that I thought was the most relevant to the brief. The meaning behind it is the circle is the earth with 12 dots around it to symbolise the 12 constellations. I wanted to bring the dots together so the earth looks as if it’s on an axis. I was really trying to put some science behind it as my target audience will have a lot of prior knowledge of the topic and they might notice mistakes. I want my audience to see the logo and to know what the exhibits about.

The logos I didn’t want to take forward were trial 3 and 6. I felt they were to cluttered and from a distance might be harder to work out. I wanted to have something clean and well executed and I think with the extra parts it makes it less professional looking. Trial number 6 I thought was overdone and looked childish, which is not my target audience. The logo I think I will go for is the largest one. Its simple, clean and striking which I feel appeals to the well-educated audience I’m targeting. I decided to not have the circle filled in because the outlined gave a hint to type, for example the letter o, and I want to have that little reference in there. The logo doesn’t necessarily show too much of the etymology side to this project yet but I’m going to involve that with the type which you will see in a second. Overall it’ll be a good logo to put across lots of different contexts because of its simplistic nature but is striking enough against the black background to standout.

For the typeface I wanted to bring in this reference to etymology and history. I thought about typefaces that have connotations to word like Times New Roman and then thought about what type is used in dictionaries. By having an iconic ‘wordy’ typeface it will link the zodiac subject to the etymology side. While doing my research I found that over time the typefaces used have differed to become more legible for a wider audience. In the 1755 Dictionary of the English Language the typeface had quite a thick body mixed with thin crossbars and large serifs. It also had a tight kerning and larger asenders and desenders which makes the book look busy and could be harder to read for some people. The font is quite dated now, it has an old but educated feel. This might be because it was used in a lot of dictionaries and most people have that connection with it. With the newer dictionaries I looked at like the 2011 Concise Oxford English Dictionary the typeface had a much more even body size and had little or no serifs. Similarly having a tight kerning and small asenders and desenders. The newer typefaces used are much more easy on the eye and to read. This to cater to everyone especially for those who struggle with reading. It’s interesting to see how dictionaries have changed over the years in this way, becoming more modern and simplistic rather that decorative. For my project I want to use a typeface that is in the middle. I want that connotation of heritage but to still be slightly modern to suit the logo and the subject of space, which has a very modern connotation. Below are the ones I picked out that I thought could work. I found it hard to find that mix between old and new. I don’t want a really an old feeling font as it won’t match the logo so that leaves the most modern fonts. Ideally I’d like a typeface with a very round O to match the circles in the logo. The typeface I chose is ‘Myriad Variable Concept’ (the last typeface in the list) I felt like it looked educated and would fit with my logo. It also has the most rounded O out of the list which helps to marry everything together. The reason I have dots in between the words is to reference how dictionaries show how to pronounce words. I felt like this again gives a reference to the etymology side. So far I’m happy with where the project is going, the typeface and logo work well together so now I’m going to move on to the deliverables.

Type Trials


Sources Used:

  • P, Hanks and L, Urdang. 1979. Collins English Dictionary. HarperCollins: Glasgow
  • 2011. Concise Oxford English Dictionary. Oxford University Press: Oxford
  • 1998. The New Oxford Dictionary of English. Oxford University Press: Oxford
  • 1889. Century Dictionary. The Century Company: New York

  • S, Johnson. 1755. A Dictionary of the English Language. Consortium: London

  • https://www.typotheque.com/articles/microtypography_designing_the_new_collins_dictionaries (accessed 19th Oct)

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