Take a look at these logos.
Which logo is bigger?
You're wrong.
Neither of them, they were both the same size.
Today, I'm going to show you why logos look bigger depending
on the colour that you use and how you can stop that from
happening to take your logos to the next level.
So the weird thing about this is that although these are
exactly the same size, so if I was to bring, for instance,
this white logo down and fit it exactly on top of this black one,
you'll notice that it is exactly the same size.
Now, the reason for this is an effect called the white effect.
Many moons ago, Galileo Galilei looked up into the sky
to look at the stars and he noticed that Venus looked a lot
bigger than Jupiter.
In fact, it looked eight to ten times larger than Jupiter,
even though he knew that Jupiter was actually four times larger.
From there he knew that it wasn't the object that was
creating this illusion, it was the way that our brains and
eyes viewed the object.
Here's a good example.
So we've got some black bars, and if we look at this, it
looks like the white bars are bigger.
But if I copy this red square over to the black bar,
you'll notice there that it fits exactly because it is just an optical illusion.
Our eyes don't tell us the truth.
For us, as graphic designers, it's so important for us to
know why this happens and how we can fix it.
I'm going to show you. We have a black logo on a white
background and a white logo on a black one.
With the white ones and the white versions, we need to
create a new version of the logo to be seen on backgrounds
where it's going to be lighter than the background.
And we do this with a really simple method.
I'm going to create a stroke and it's going to be a black stroke
just for now. I'm going to make sure the stroke is aligned to
the inside so it actually takes away from the object.
I'm going to go to 0.5, so half a point.
So I've created a stroke the same colour as the background in
order to show what it would look like once it's been cut out,
thus negating the white effect.
Normally, what I'd do is I would play an experiment to see which version,
I'd create multiple ones of these look the closest to the original in size
using that optical illusion.
Once I've done that, I would take the logo with the black stroke,
Go to Object, Path, Outline Stroke.
Good create a copy of this so I don't mess it up.
And I'm going to use the shape builder tool to get rid of this.
Zoom in, get rid of that.
And sometimes it takes a lot longer than this, depending on
the style of logo that you have.
I'm going to zoom right in.
Shape builder tool, get rid of.
And now we have a white version of the logo that you must save.
Now, normally with clients, we will give this version to them.
Now, there's another effect that happens that a lot of
designers don't know of.
And it's one that we need to be aware of to make sure our designs work.
And not only that, to understand typography.
I'm going to take this type here.
This is Sauce Sans.
We're going to outline it and create the X height.
Now, for some reason, you'll notice that this B goes above
the X height.
Even though the U here stops there, this stops here, this
stops here perfectly all the way around.
It seems like anything that's rounded goes over the guide.
Even though when we look from far away, it looks exactly prefect.
It looks like the line is completely straight.
This is called overshooting.
Overshooting essentially is creating the illusion of
rounded forms like the S, C, O, parts of the U, the B, the P,
making them look like they're perfectly in line with the X
height or one of the other heights that we have within the letter grid.
Let me prove the point to you.
Let me just go ahead and we'll just merge this down a little
bit so it fits perfectly on the X height.
Now, if we do that, you'll notice that the C looks like
it goes underneath the actual guide.
Again, this is because our eyes deceivers and this is why we
have this guide up here.
So we can see that the overshoot is manipulating our
brain to seeing this
to be completely straight. This doesn't just go for type design, though.
This actually goes for a lot of other things, including logo design.
You may think that this part of the W here is perfectly in line,
but let me tell you, it really isn't.
If I bring in a guide here, it overshoots quite dramatically.
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Goodbye.