Legal Writing

Setting Logotype ? Part III

In our last installment on setting logotype, (Setting Logotype ? Part II), we examined why logotypes are usually set as images, rather than text.

Now, let’s see how popular viewers (like web browsers) treat images and text differently.

Consider the two V’s below. The one on the left is text; the one on the right is an image (of the one on the left).

V

Now, zoom way in one this page. As you do, the text continues to have smooth edges, but the image starts to have rough and fuzzy edges.

Now, zoom way out of this page. As you do, the text and the image look very much the same.

And the point of all this zooming in and out?

It’s so you can appreciate my secret recipe for setting logotype, and here it is:

Set your logotype much, much larger than it will appear on-screen, and then have the browser shrink it down to size.

That way, it will look best under the widest range of viewing conditions.

That’s it.

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Oh . . . one more thing ? consider large, well known companies, outfits like Coke and Apple and Ford. Look at examples of their logos and logotypes, which appear in many more places than those of law firms. Notice the consistency, and the quality wherever they appear.

There’s a reason for that ? big, successful companies really care about how they appear, and for good reason.

If you want to be set in style, your logotype must appear professional.

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Now . . . that’s it! (Unless someone asks ?Which graphics format do you use to store the logotype? GIF? PNG? JPEG??)

Full post as published by Set in Style on February 12, 2010 (boomark / email).