Introduction
Marvellous, an eCommerce design studio in which offer short-term internships. Whilst working, a brief was provided to create an official bespoke logotype for the company.
Brief
LogoType Inspiration
As far as logotype for design studio's go, it was difficult to find any at all. This works in their favour as Marvellous will stand out amongst the other design studio's for having something different.
Nike Typeface
Adidas Typeface
Both Nike and Adidas use existing typefaces which have been recognised as their own over time.
Marvellous on the other hand want something to reflect their new logo and overall re-brand. It is essential to use the 'M' within the alphabet and use it's size, shape, line width, colour etc as a base when designing the rest of the typeface.
These images above show that the type needs to reflect the brand, for example, the italic on the Nike typeface represents speed and movement, appropriate for their sports company. This will be useful to consider where possible when designing for Marvellous. Their creativity within design is reflected in the bold, bright colours and the rounded, soft edges of the character/logo 'M'. This will be continued throughout the alphabet and to the various other glyphs.
Facebook, Twitter, Youtube and Google do not have their own logotype either. They simply use already existing ones. Marvellous want to stand out against the crowd and have something which has not been done by other companies. This is the way to do so.
Links & Inspiration
Above are the designs in which Marvellous, sent to as examples as to how they would like the typeface to be presented.
Logo
Existing Logo Variations
Requirements (As Discusses with Marvellous)
- Must use the logo within the typeface
- The type must be inspired by the aesthetic, size, shape, angles and colours used within the new logo including the use of the 3D design
- It must be a useable title/header font
- Must include appropriate glyphs such as . , ' " " ! ? \ / @ £ : ; ( ) [ ] - _
- The final typeface must be useable
Measurements
This image reveals the size, stroke width, shape and angles etc used within the digital design of the original 'M' logo. It also reveals the cap height and baseline. These will act as a basis when designing the rest of the characters/glyphs.
Initial Sketches
Initial Character Sketches
The original drawings can be found in the white sketch book. These sketches were influenced my the measurements taken from the logo, letter 'M'. These determined height, width etc allowing the rest of the glyphs to be designed with ease.
Each sketch differers, offering a variation of shapes and angles within to find the most aesthetically pleasing and appropriate character which also works with the other letters in the alphabet.
Initial Professional Crit & Feedback
The initial sketches were printed out in order to decide which ones were the most continuous as an alphabet. Tom gathered the designers in the studio to collaboratively decide on which glyphs (letters) should be developed digitally.
These chosen characters can be seen ticked in the submission folder and digitally developed below.
Initial Digital Developments & Feedback
Once the final sketches had been decided, they were digitally rendered as illustrator files, as seen above.
It is essential to preview the type as it would be used. This exposes any problems with width, height, line weight etc, simply anything that would reveal that the type is not continuous.
Feedback Notes:
- 'A' when tapered looks more fitting with the rest of the alphabet
- 'O' looks a little square
- 'Q' looks a little square
- 'C', 'U' and 'D' the angles within the bowl don't look quite right (continue colour around)
- 'V', 'X' and 'Y' the coloured angles need to be wider as to appear more continuous with the rest of the letters
- Go through all letters and ensure that the angles, size, line weight and overall structure and anatomy is continuous throughout the alphabet (final checks and amendments)
Amendments & Final Feedback
From the feedback given previously, along with some of my own amendment decisions, the next step was to experiment and refine the shapes and sizes of the identified glyphs shown above.
The technique of previewing the type as words to expose any problems with width, height, line weight etc, simply anything that would reveal that the type is not continuous was used again as seen.
It was identified that when the 'W' and 'H' are used next to each other, it looks like a rather harsh, strong word. Although, this may well be because their structure is rather similar.
Using the influence of the typeface and numbers along with the set line weight, angles and sizes, the agreed punctuation marks were also developed, seen above. These have also been used in context with the alphabetic letters themselves.
Feedback Notes:
- '/' and '\' need to have a flat top and end to be more continuous
- '£' the bottom left corner needs to be 90º rather than rounded
- '4' the small left edge needs to be brought in more so to create a more 'square' appearance
- 'Q' the tail needs to be more square
- 'X' add the green to the top of the the letter as to include all three colours from the scheme
- '0' (nought) the size of the counter needs to be reduced
- Check through the colour designs (pink left, blue right, green above) - Can deviate as to create variation
Final Typeface After Amendments
To finalise the type, the pathfinder tool was used to merge the colour and outlines together, this results in more professional and refined glyphs that are grouped as one rather than layers.
Developing Illustrations into a Usable Typeface Using FontLab
A problem arose when transferring the Illustrator designs into FontLab, as this software can not use colour. In order to resolve this issue, the individual glyphs have to be enlarged (to an appropriate size) and exported as a bitmap image. This ultimately creates an 'image' of the glyphs which can then be successfully developed into the working typeface.
In order to ensure that a high quality of work is kept, the illustrations have to be exported as large files, the larger the better so that with reduction or enlargement, the work will not become pixelated. After speaking to the designers at Marvellous it was agreed to design and upload them as large as possible (255 BMP).
Once the illustrations had been created, they should be transferred to 'ScanFont' to create a 'Photo Type' file which can then use colour.
In order to ensure that a high quality of work is kept, the illustrations have to be exported as large files, the larger the better so that with reduction or enlargement, the work will not become pixelated. After speaking to the designers at Marvellous it was agreed to design and upload them as large as possible (255 BMP).
Once the illustrations had been created, they should be transferred to 'ScanFont' to create a 'Photo Type' file which can then use colour.
FontLab Results
Unfortunately, the Scan Font software was not made available, even after asking the Company (they would not use it as they don't tend to create bespoke typefaces). The designer simply asked to see the work presented within a publication/presentation until some software is made available to create the working typeface.Digital Presentation
Physical/Printed Presentation & Photoshoot
Book & Stickers
Book Layout
Acetate Pages Within Book
Logo Pattern Poster
Logo Pattern Poster
Acetate Type Poster
Full Alphabet
Full Typeface & Punctuation
Typeface in Context
Invoice/s
These examples above reveal how the typeface could be used within companies documents.
Decorative Name Plaque
Bottom Left Of Image: Decorative Name Plaque in context
Studio Feedback
You created something 'Marvellous'.
We were all impressed with your work ethic and professionalism. You created more than asked of you and finished it to a very high standard. Again, we were so very impressed! Your baking skills may have swayed us too!
It is a great skill to have, to be able to exhaust a brief and offer more to the client that is. This can result in additional work for the company, and yourself of course. Always aim to do this where you can, it also shows that you have great passion and enthusiasm for design and what you are doing. I can tell that you enjoyed this brief. I am so glad that we could give you this experience of being in the 'real world'.
As a designer and a person, you are a strong willed and friendly character who would fit into any studio environment, so do not worry about finding a job after your travels. With this I would like to remind you that we have internships running here throughout the year which usually then develop into full time jobs. When you return, do get in touch. We would love to work with you again.
It was a real pleasure to work with you.Please stay in touch!
Tom
Evaluation
This experience has been thoroughly enjoyable. Although the typeface is not yet a working one, it will still be used as and when needed, mostly for header type. This will be relatively easy to do as the type is all on one file. Marvellous have also said that when they do decide to invest in the software needed to create a working typeface, they will be in touch.
The type overall works as a set when displayed as the alphabet in addition to being clear, legible and readable when used to type an actual word. The design was inspired by the original type logo, the letter 'M' for Marvellous. From this, the size, line weight, height/width and case was determined. From here the rest of the alphabet and punctuation could be designed and created.
As for the presentation, it was essential to provide both physical and digital versions as the studio will be using both media/formats. By creating a booklet, is shows how the type can be broken down and be used both in colour and black and white, providing variation. It also allows the studio to see that as a designer I go the extra mile and like to produce physical work. This is a good skill/passion to have. Including other media that could be useful, such as the stickers, shows my willingness to experiment.
To ensure that the pieces look professional, they were presented to the studio in frames. These gave a more official look to the work whilst also keeping the printed copies clean and crisp.
Overall, the typeface is useable which is what was required from the brief, it was not actually specified that it needs to be a working typeface. This was something which would have been an added extra for them. In addition to the alphabet, numbers and basic punctuation was also developed and created digitally. This brief was pushed further than required and was an enjoyable experience on the whole.
All of the objectives specified on the brief from the studio were achieved and even exceeded. When taking the work into the studio, everyone said that they were impressed and more than pleased with the amount of work created!
As for copyright as I still have the original files, will stay with myself although Marvellous have the full rights to use the type. I intend to stay in touch with the design studio as they mentioned a possible internship and offer of a full time job at the end of it.
More evaluation on my time at Marvellous can be found here.
The type overall works as a set when displayed as the alphabet in addition to being clear, legible and readable when used to type an actual word. The design was inspired by the original type logo, the letter 'M' for Marvellous. From this, the size, line weight, height/width and case was determined. From here the rest of the alphabet and punctuation could be designed and created.
As for the presentation, it was essential to provide both physical and digital versions as the studio will be using both media/formats. By creating a booklet, is shows how the type can be broken down and be used both in colour and black and white, providing variation. It also allows the studio to see that as a designer I go the extra mile and like to produce physical work. This is a good skill/passion to have. Including other media that could be useful, such as the stickers, shows my willingness to experiment.
To ensure that the pieces look professional, they were presented to the studio in frames. These gave a more official look to the work whilst also keeping the printed copies clean and crisp.
Overall, the typeface is useable which is what was required from the brief, it was not actually specified that it needs to be a working typeface. This was something which would have been an added extra for them. In addition to the alphabet, numbers and basic punctuation was also developed and created digitally. This brief was pushed further than required and was an enjoyable experience on the whole.
All of the objectives specified on the brief from the studio were achieved and even exceeded. When taking the work into the studio, everyone said that they were impressed and more than pleased with the amount of work created!
As for copyright as I still have the original files, will stay with myself although Marvellous have the full rights to use the type. I intend to stay in touch with the design studio as they mentioned a possible internship and offer of a full time job at the end of it.
More evaluation on my time at Marvellous can be found here.
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