TypeTalk: Scaling Logos

Ilene Strizver

TypeTalk is a regular blog on typography. Post your questions and comments by clicking on the Comments icon above. If Ilene answers your question in the blog, you’ll receive one Official Creativepro.com T-Shirt!
Q. I’m designing a typographic logo that will be used in sizes both relatively small (a business card) and very large (signage). Are there tricks to make a logo readable in a range of sizes?
A. Absolutely! The concept is simple: You can tweak the logo so that it’s readable, legible, and visually in proportion in a range of sizes. Many people don’t realize that logos often have several versions that correspond to size ranges, all of which is specified in the company’s design guidelines.
This logo set in Helvetica Neue Ultra Light and Gill Sans Ultra Bold looks fine at the larger size (top), but when reduced (middle), it looks too tight, and the word SLIM looks too light. The improved reduced version (bottom) has its tracking opened up, as well as Helvetica Neue Light replacing the Ultra Light.

Scaling type or a logo visually changes its appearance, so your adjustments to the design must be subtle and gradual to give the illusion of being exactly the same at all sizes. The tweaking can include adjusting the letter, word, and line spacing (making them more open as the logo gets smaller); opening the counters (enclosed negative spaces within a character); and adjusting the weight of the thin strokes or the entire letterforms (heavier as the logo gets smaller, and vice versa).
Before you begin a logo design, ask about the size range for its final usage, and deliver versions with specific size ranges for each use.
Love type? Want to know more? Ilene Strizver conducts her acclaimed Gourmet Typography workshops internationally. For more information on attending one or bringing it to your company, organization, or school, go to her site, call The Type Studio at 203-227-5929, or email Ilene at [email protected]. Sign up for her e-newsletter at www.thetypestudio.com.