Design a logo project

Design a logo project

This was my approach and solution to the logo design project for the "How to Choose Fonts" course. My final piece ended up being purely typographical which is a constraint that I put on myself as a challenge, but also to keep things simple and focused on letter forms. I decided to go with the name "Biotec" instead of "Biotech", because it just felt more memorable, but also the difference between 6 and 7 letters seemed notable when looking at the name as an image.

Adobe Illustrator.

My process was as follows (which is consistent with how I work professionally):

1: Explore the word in several faces within the major classifications of Sans and Serif. Sans definitely felt more appropriate given the brief. I ultimately chose a typeface that felt to me like a blend between a humanist and a grotesque or neo-grotesque.

2: Using Helvetica as a generic model, I explored some different weights and italicizing. I do this often to avoid creating too many permutations with all of the typefaces before I've narrowed down. I was pretty set on Bold with U&lc, but the Bold ITALIC version of the font I picked felt approachable, friendly and fluid, which was a nice contrast with the ideas of corporate, cutting-edge and tech.

3. I briefly tried out some graphic elements, but decided to uphold my imposed limitation of typography only.

I hope this solution satisfies the assignment by feeling professional and modern, while still conveying a message of organic/sustainability.

Fun assignment. Looking forward to the others.