Typography is like the skeleton of a good logo. Bad bones = bad logo. Good typography (or “fonts,” if you prefer) are meticulously created by specialized designers. There are so many unique physical characteristics, and so much personality in type that you can (and should) use it as inspiration and reference among the rest of your design. Start with typography to create a shared system of DNA that can be used on everything else.
This redo for the Oklahoma Medical Eye Group is almost entirely type based and I am happy about it. The quick and dirty of it:
The type is Futura.
The "eye" is just a Futura O (which is not a perfect circle, like most would assume). Using the imperfect circle/O from Futura is an example of leaning into the DNA of the typography.
The twinkle is just the counter, or the hole, of the O duplicated and reduced 50%. Again, shared DNA from typography into the rest of the design.
I chose to make 2 variations because the white filled version doesn't work. When filled with white, the pupil and twinkle look more like a crescent moon or something. This is what fancy art folks call figure/ground relationship. This is often something a less experienced or less skilled designer does not think about.
I didn't start with a grid on this one. I usually don’t. But, I used one to tie all the near alignments together. The twinkle's placement isn't arbitrary (although it started that way). It lines up with the arm of the E and the stroke of the O. Connecting things like this seems pedantic, but it really gives a logo or other design a sense of wholeness.
Agree or disagree? Hit me up and let’s talk about it.
