on this channel we love exploring what makes a design professional and what
makes a design more amateur now if you're passionate about graphic design and you
want to gain a deeper insight into the process of being a professional designer
then today's video is exactly where you want to be but first a quick word from today's sponsor
it's really great being able to show how a design looks but it's even more impressive if they can
actually experience the design itself as well as understand how it feels and how it behaves
learn more about framer later in today's video so do you know what logo this symbol belongs to
it's a pretty notorious brand and it's the logo we're going to look at first in today's video
tutorial now we're going to walk through four different designs together and not all of them
are logos by the way but i'm going to show you some of the key aspects to solving design problems
and how to come up with the right font choice for a graphic design so have you figured out what logo
this is it is of course the rolex logo probably the most notorious watch brand in existence but
what is wrong with this logo type seen here why do you think this doesn't work for the rolex brand
well let's dig a little bit deeper and the symbol of course is a crown everybody can
see that this is a crown right but that's not enough as designers we need to go further than
just saying it's a crown the symbol of a crown suggests royalty and it's the best of the best
it's a very old symbol that's steeped in tradition so does a bold sans-serif font suggest
tradition and aged to you no it doesn't of course sans-serif fonts are modern and are kind of trendy
the way a sans-serif font appears does not relate back to royalty and tradition
and so it's not going to fit with this brand whatsoever that is why we finally land on
the correct font choice for rolex that being an established serif font but hold up there is still
something wrong with this logo type that you can see on screen but can you spot what that is look
closely because there is something wrong and you can pick up some bonus points for working that out
okay so i'm going to go ahead and tell you what it is the kerning is a tiny bit incorrect
that leaves the logo type looking slightly off so good let's move on to the next design and they
are going to become increasingly more difficult as we progress through the video and i'm sure you've
probably seen the next design i'd be shocked if you've never seen it before so at the bottom of
the poster there is often a one word caption that says hope h-o-p-e hope so let's reverse
engineer this design and think like a professional designer that is the thing about graphic design
it requires a creative mind but it's a very methodical and precise process at the same time
it's almost scientific it kind of brings together the creative mind with the methodical one
so what is this poster design trying to achieve from your perspective
drop any kind of political bias that you might or might not have and ask yourself
what is this design trying to do well it's trying to cause an impact on society and whoever sees it
and it wants attention and it's also informing people of something as well so when choosing a
font we want to make sure the font choice helps the design achieve these things but also what do
you see in the actual design itself what can be said for the style and the layout of this poster
do you see any gradients being used no we don't we just see a bold flat kind of color layout
actually is very bold in fact it's simple it's bold and it's a no-nonsense style of design
and so it would be wise to use a font that complements those attributes so would a serif
font be a good choice here probably not this isn't loud and impacting or bold or simple
so what about a lowercase solution a lowercase sound serif well it's not bold
and being lowercase it's quite subdued it doesn't demand that attention so that's a nope from me
and then finally we land on the actual choice the designer used an extremely
bold and attention-grabbing sans-serif font so i hope the process is making sense to you guys and
if you are getting things correct so far in your minds then awesome but let's try another example
here we have the nike logo possibly the most iconic logo design ever made so for
this exercise we are again focusing on the logo type why does this version of the logo
not work why do you think having the word nike in italics appears to work best for this logo
there are two fundamental reasons why that is the case but can you work out what they might be okay
so let's get our design hats on again and let's ask ourselves firstly what is the brand nike well
nike is a sports brand and in being a sports brand we can associate things with it such as action
movement speed agility and so on these are all things that humans think of when concerning sports
and these are things that should be linked back to the brand itself the way the letter forms
are constructed suggests movement and speed from a visual and psychological point of view
it's why you see the alidas logo having three angled straight lines because those kind of angled
straight lines represent movement and a forward motion so that's one reason why nike functions
well with italics but there is another reason as well and what do you think that reason might be
so let's take another look at the logo mark for a second if we draw some lines we can see that the
logo has momentum shifting to the right on the far left edge of the logo it's kind of sort of capped
and blunted and then the swoosh directs movement or momentum to the right side with all of this
movement going on in the logo mark it wouldn't be a good choice to have a static fixed upright kind
of style of logo type this would just go against the whole momentum of the logo symbol itself
so these are two fundamental reasons why nike should and is shown with italics but let's move
on to the fourth design example today so here is an advertising poster for gucci and we are going
to focus on the subtitle here so why do you think the subtitle being presented in a thin sansa font
works well in this instance it has a kind of a mixture of upper and lowercase lettering in a
title style casing and yeah it's a thin sans-serif font but why does that work
now i'm sure many of you will say because of contrast and yes that is a good answer because
contrast has been used here and it does work but that's not exactly what i'm referring to in this
exercise now this might seem slightly weird to some of you but it's something that i and many
designers do when choosing typography and that is to try and imagine that somebody saying the text
out loud try and think what kind of voice would be used so for gucci we have a very
classy and sophisticated serif font presented in all uppercase letter forms this word said aloud
would be somewhat kind of loud but not in a shouting and annoying kind of sense to the ears
it would sound almost elegant but in a kind of domineering and established way
it would be a strong presence in the room but in a sophisticated way the lower text is more subdued
it's more personal because it has that lowercase letter forms and has a thin sans-serif font so
it's not as loud however it still holds class and sophistication because it's not exactly a playful
style of font it could almost be seen as a kind of a sensual whisper when spoken aloud and of course
it has some french words in there as well which just adds to that effect this might sound odd
or weird to many of you but thinking in this way really does help when matching typography to your
designs so interactive prototyping is the best way to communicate your app or your website's
idea the sponsor of today's video framer is a no code free to use tool making it easy for anyone
to become a prototyper you can insert pre-built interactive components in seconds sliders that
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that's all completely code free thanks to the new smart components release sign up to framer today
at forward slash framer.com and that link is going to be down in the description box below and if you
want to see more content just click the video on screen until next time design your future today
peace
you