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Logokit 400
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4.2 Formatting and “Mapping” Typography

Here we head back to Illustrator and look at techniques for formatting your logo typography to a professional standard.

4.2 Formatting and “Mapping” Typography

Hey, guys, so I showed to you in the last video where you can source some fantastic fonts to use on your logo designs. Once you've find a font that just has the right style that compliments your icons, it really does have the potential to transform your designs and make them look really professional. In this video, I'm gonna show you the basics of formatting typography in Illustrator. And take a look at a few handy techniques for getting the most out of your type. The first example I'm gonna look at is using the owl icon I created earlier to make a whole logo design for a cafe business. Conveniently for me, it's called the Owl Cafe. So here I am with my owl icon. Again, we can use similar techniques with your own icon designs if you prefer. For this logo, I'm actually going to use the text as a sort of frame, instead of using a shape or lines. And this is a nice way of designing a logo if you have to drop in quite a bit of text. Let's start with the main brand name. I'm gonna position this either side of the icon, and keep it nice and simple. So take type tool or hit T, drag to create a text frame and type in the first half of the brand name, in this case Owl. To format this, you're gonna want to head up to window, type and character. Okay, so let's increase the font size to get it proportional. And then, select two chosen fonts from the drop-down menu at the top of the window. So I'm going for acre and a medium weight. Okay, cool. Now, one thing that makes type always look better on logos is a bit of tracking, which is the space between all the characters. You can find this here and I'm gonna make it really generous at 327. Let's get a position centrally next to the icon. And pull down the guide to identify the baseline of the text. And then you want to copy and paste the text frame, move it over to the right side and edit text to read the remainder of the brand name. Let's head over to the swatches panel and give this text a bit of color. Choose new swatch and create a green swatch with levels 81, 29, 49, 24, and click okay. And then apply this to both text frames, awesome. So say a client wants to add a bit more text than the standard name alone. For example, they want to put the famous before the brand name, and add an establishment date too. Let's do the date first. Let's select one of the existing text frames, copy and paste it, and position it below the owl icon. You might wanna pull out a guide to check that's definitely central. From the controls panel at the top of the work space chose align center for the text. Let's also reduce the font size a bit and pull the tracking down here to about 250. Then highlight that text and edit, copy it, but don't paste it quite yet. Everything on our design is looking okay, but it's also looking a bit straight. And bringing in a curve to some of that text is going to really frame that design. So to do that select the Elipse tool which is L on the keyboard and direct creative work circle over the center of the design. We want the text to curve above the head of the owl icon. Now go to the type tool menu and choose the Type on a Path Tool. Click once on the top left corner of the circle and you transformed it into a path. So now you can edit, paste to drop in your text, and we only needed a couple of tweaks. Adjust the text content. Adjust the font size, the tracking a little bit, too, to about 200. And awesome, we've made a complete logo. Formatting your text, like in the way we've just done, is actually only one part of creating a strong typographic look for your logo designs. You also need to consider the layout of the type and how the text is effectively going to be mapped onto your design. So what do I mean by that? Well, let's take a quick look at a couple of examples. In this Owl Cafe logo example, the text is mapped around a central icon and uses a mix of straight baselines and curved baselines to frame the icon in the middle. You can see this as a sort of solar system style layout with the icon being circled by the type. This example, which uses two lines as a frame is a little bit different. This encourages you to map the text inside of the lines making it central focus off the logo. The tree icons are placed above this creating a top heavy layout. This sort of type layout is perfect for when you want the focus to be more on the brand name than on the icon. This example is a little bit different, again, in the way that the text is mapped out, as with the Owl Café logo, the icon is the central focus. But the type has equal weighting to the icon with it being placed both above and below the deer head. The triangle frame is strong with it being set in a different color. It feels more like a backdrop to the icon and text which is still center stage. Now that you have your logo kit building blocks in place, you can play around with the arrangement of elements and experiment with different ways of mapping typography onto your logos. The way that you choose to map the text out will depend on how much prominence you want to give the brand name. As well as how it fits with the icon and frame that you choose. In the next and final video, we'll review the skills that we've covered in this course and also take a look at some tips for going forward with your logo designs.

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