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Before & After by John McWade

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Chapter . How to set a text-only logotype: The key is to work with the natural pattern of your letters.

Welcome to Nagano Urban Grill, a popular midtown hangout. Our project is to design its logotype. A logo is a company’s signature; it’s a distinctive way of writing its name. Some logos include graphics and some do not. A good logo is bold, clear, and attractive, and it conveys an appropriate sense of the company. These qualities can be difficult to combine in one word. The place to start on a text-only logo—or wordmark—is with the natural pattern of its letters.

How to set a text-only logotype: The key is to work with the natural pattern of your letters.

Every word has a natural patternBefore setting type, take a visual inventory. Even ...

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