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Today, our aim is to popularize and share with you some of the rules that we apply to ourselves during the process of creating a logotype. This, we hope, will make you discover and understand a hidden part of our work.

For this first case study, we are going take the example of how we were contacted to create a premium logo typography, for a new investment fund named Antwort.

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The first step of all creation is to begin defining and understanding the right position of the future brand in today’s market. We started analyzing brands and products with similar aims and purposes.

It’s a difficult exercise because we have to stay a 100% neutral and leave out our personal opinion and interests. We have to understand the perception and the impact of a design on its target.

Once we are totally submerged by its environment, we usually start selecting fonts that we will use as a base. Our job isn’t just choosing a font that will work directly with the target. This would be way too easy! To create a unique brand typography, we need to rework the entire logo.

Rule #01: To the letter you will leave some space.

By default, most of the fonts are built to be read in a paragraph and not to be used as a logotype. We usually start adjusting the space to be sure that our logo is readable and works on its own. Splitting the letters helps us to have a better vision of what we can and can’t do as a whole.

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Rule #02: The good balance you will find.

Styling is a complex exercise. It’s a balance between too much and not enough. This step is like a game: die and retry. It’s probably the greatest and most complicated part of our work. To help you understand, you can try and picture a balanced pen on your finger. If you touch one side, it will fall. That’s how we play with letter modification, alignment and space to obtain the perfect balance between elegance, originality and readability.

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Rule #03: Your dirt you will clean.

It’s really hard to cook food all day long for 10 guests and keep your kitchen clean at the same time (my GF can confirm…). Well, it’s the same for a logo creation. After all our modifications, the logo should be cleaned and adjusted to be perfect for a client presentation.

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We hope this case study helped you understand what kind of work we go through when creating a typography logo.

If you want to learn more, stay tuned for future case studies!

Team Deuux

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Written by

Deuux is a creative studio Luxembourg based. Experienced with brand & design strategy, UX/UI, editorial & motion design. deuux.lu | dribbble.com/Studio_Deuux

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