Define Typography

Typography is an art form that has been around for hundreds of years. Words and text are all around us every day in almost everything we do. In every piece of type you see, somebody has considered how the letters, sentences and paragraphs will look in order for it to be read by us, or make us feel a certain way when we look at it. Sometimes it is done well, others not. Often it is us graphic designers who are the ones deciding how it will look, in our brochures, our logos, our websites and so on. The better we are at this, the more effective our designs will be.

Good typography comes from paying attention to tiny details as this can make the difference between graphic design work that is just acceptable or really good. There is more to it than just choosing fonts and making copy look good though – it is also about making things legible and readable (some of most basic functions of good typography) as well as making layouts look good in an aesthetic way.

WHY IT IS SO IMPORTANT:

Factors when creating the typography that you need to know:

1. Typeface (the differences between serif and sans serif)

2. Readability

Size – Larger font size indicate higher priority because it draws reader’s attention, therefore this method is commonly applied on headings. On the other hand, you can de-emphasize by using smaller font size.

Weight – Making certain text heavier weight (bold) can also create emphasis.

Color – Color contrast is a common way to distinguish between navigation, headings, link, and body text. You don’t need to make something bigger to get more attention, you can create emphasis by using brighter color, such as red.

Space - Space plays the most important part in maintaining flow of your design. Good use of space will tell the reader where to start, when to pause, where it ends, and what to do next.

Inspiration

Have a look around on the web and get a feel for some great typography. Not only will you find a good variety of styles, but you can also see what other people consider good type. These are some good places to start:

• We Love Typography
• FormFiftyFive
• Resources for Inspirational Typography
• Typeneu.com
• Typographer.org
• Type Directors Club
• Typography Served
• David Airey’s list of typographic Flickr groups
• Typography on Behance

I share my logo process I go through when designing a logo:

1. Defining the problem and understanding the goal

Getting the right amount of details and having a clear understanding of a client’s problems and goals from the beginning is the most important factor when starting a new logo design.

Prepared to make a logo questionaire proposal. Asking questions such as color scheme, type of logos, direct competition, etc.

2. Research

After receiving the questionaire proposal, you may begin researching their company and competitors to get a better feel for their market – this helps in the overall look and message the final logo conveys.

3. Inspiration

This is where we seek out a look, a style, an approach or attitude, usually to attain a period or style that we are unfamiliar with, or to refresh ourselves with what is new or successful. Or focus as much as possible on bettering your own skills to become a more aware designer, this way I stay inspired and helps when approaching new work.

4. Sketching and Mind Mapping / Conceptualising

This allows you to get your brain moving in the right direction and get down as many ideas as possible. Jumping directly onto the computer can slow the creative process – it takes more time to execute ideas and one can tend to pay more attention to minuet details early on. Mind mapping helps in exploring and growing your topic. You can easily expand upon ideas and keywords. Consider it the sketching of keywords.

5. Reflection

Taking breaks is as important as the physical research and the design brief. Working closely with my clients is not only essential to my business objectives, but without a doubt helps in the process of creating a logo that represents them and their company. Get their feedback from your client through various stages of the logo design process. This also helps in building their trust, as the gain a better understanding of what their money is being invested into.

6. Positioning

Heading back to the computer and make changes or provide additional samples. This gives me the chance to take in more ideas from the client and understand their vision more clearly after the initial feedback.

7. Presentations

Playing around with color combination and font variation. Present the best 3 different logo samples, each having color variations and typefaces that work well with the mark and company’s message.

8. Final Revision

After the client comes to an agreement of the best overall solution for their logo, you will go in and make any additional minor changes you feel are neccessary, if need be. Delivering files in two formats; vector source files (EPS and AI) and web files.

SUMMARIZE

• Briefing: Conduct Questionnaire or Interview with client to get the design brief.
• Research: Conduct research focused on the industry itself, on its history, and on its competitors.
• Reference: Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
• Sketching & Mind Mapping: Develop the logo design concept(s) around the brief and research.
• Reflection: Take breaks throughout the design process. This lets your ideas mature and for you to get renewed enthusiasm. Receive feedback from the client
• Positioning: Logo re-improvement or build a long lasting relationship.
• Presentation: Present the best final logo concepts to let the client satisfied
• Final Revision/Delivery: Final output and delivery files in two formats

Everyone has moments in their career. One of the most significant challenges that designers face is the need for continual improvement and development. The industry and technology can change very quickly and staying on top of things and working to improve your skills is necessary in order to have a successful career in design.

10 keys to growth as a designer. Focus on these areas and you will become a better designer.

1. Solid Foundation of Knowledge

Get the book. Explore design everywhere. Talk to well-known designers. Make it a priority to attain the foundational knowledge first before you try to build on it. Every designer should be on a quest to see the world with fresh eyes every day. This might be learning something—a bit of trivia, perhaps—that helps you see the world a little differently.

2. Tools for Learning

Many designers are completely self taught, and even those that have a formal education in design will have the need to continue to learn on their own. Fortunately, there are plenty of great resources and tools for learning. It is just up to the designer who wants to learn to choose an area for improvement and to find the appropriate resources and tools to accommodate this.

Your topic might be as broad as sustainability, or as narrow as a specific method like body storming.

3. Priority on Learning and Development

Most designers are extremely busy with their client projects. There are a number of different ways that you can learn and work to improve your skills. It may involve simply setting aside some time to read books occasionally or to work through online tutorials. Also, taking projects that will stretch your abilities and give you the opportunity to learn new things is another option. One that I like to use, is working on projects of your own.

4. Feedback from Clients

One of the best ways to learn about the work that you are doing is to listen to feedback from your clients and see how they feel about your work. Ultimately, the client’s opinion is what matters the most, so make sure that you take the time to get feedback from them about your work, the process of completing the site, and the service that they received from you. Feedback from clients can help you to identify your strengths as well as areas that you could possibly improve upon.

5. Constructive Criticism

Taking criticism isn’t always easy, but it can be key to improvement and growth as a designer.Constructive criticism will not simply say that a piece needs work or isn’t very good, but it will point out specific areas that could be improved, which helps you to see what you’ll need to do in order to be more effective. Constructive criticism can come from clients, from visitors, or from other designers.

6. Effective Sources of Inspiration

Rather than relying strictly on getting inspired by other websites that you find at design galleries, take the time to look for inspiration in other sources like magazines and other printed works, photographs, nature, and anything else that is around you. Find a way to learn how to make your ideas tangible.

7. Experimentation  on your Own

One of the biggest challenges is just finding the time to do this type of experimentation. For me it helps to build this in to my schedule rather than seeing it as something that I will do in my “free time,” because if that is the case it probably will never happen.

8. Mentors to Follow

I believe that having mentors or designers that you look up to can also be a help to your own development. In some cases your mentor may be someone that you know personally or that you even work with, but in other cases it could simply be a designer that you like to follow. You can find a designer whose work you appreciate and respect, and make an effort to follow them closely.

I believe that having some successful designers to follow can be a resource and an encouragement for aiding in your own growth as a designer.

9. Taking Risks

Particularly when you are experimenting or working on personal projects, I think it’s good to try new things and take some risks with your design. What I mean by this is that you step outside of the box of what you are comfortable with. Practice is great, but if all of your working is taking the same path and leading to similar results, mix it up and try something new. You may come up with some things that really don’t work very well, but you’re also likely to surprise yourself at times with results that you didn’t know you were capable of.

10. Focus on Improvement Rather than Perfection

All designers, even those who have years of experience, have new things to learn and room for improvement in their work. Rather than expecting perfection in your work, focus on continually improving your skills and becoming a better designer over a period of time. As long as you are improving, you are moving in the right direction. Expecting too much at once can lead to discouragement and a lack of confidence in your abilities.

How do you meet the challenge of continual development?